H&M and M.I.A. join forces for World Recycle Week
The goal: 1,000 tonnes of garments.
H&M is collaborating with artist M.I.A. for their latest global initiative World Recycle Week which involves a new music video and a global Garment Collecting activity. From 18 to 24 April, H&M will be collecting 1,000 tonnes of unwanted or worn out garments from customers worldwide in its more than 3,600 stores. The project is part of H&M’s goal to close the loop in fashion, recycling unwanted garments to create recycled textile fibres for new products.
To raise awareness, M.I.A. has filmed an exclusive new music video for H&M highlighting the environmental impact of clothes going to landfills around the world which will debut on April 11 at hm.com. Alongside the video by M.I.A., bloggers and characters from the video will film rehaul clips, showing the pieces they’re recycling through the H&M Garment Collecting project during World Recycle Week – meaning the opposite of haul where you upload a video showing items recently purchased.
You too, can be part of the initiative by creating your own clips using the hashtag #HMrehaul, then bring the garments to any H&M store, becoming part of a global fashion movement to make Garment Collecting a natural part of the garment life cycle.
Stay tuned for M.I.A’s music video on 11 April and start collecting your unwanted/worn out clothes now!