Have recent reports on the perils of fast fashion got you a bit freaked you out about shopping your favorite high street stores? H&M is here to assuage your guilt: Starting in February, the retailer will offer a discount to anyone who brings in their old clothes for recycling.
Once the program launches, boxes will be placed at the cash wraps of every H&M store where shoppers can donate bags of clothing--which don't have to be in good condition or carry an H&M label--in exchange for a discount of 15% on one item of the customer's choice. The donated clothes will then be recycled and eventually, potentially used to make new clothing.
Despite being named an "Engaged Detox Brand" by Greenpeace's Toxic Threads report, the brand is still under fire for problems within their infrastructure, which include reports of unfair wages. But H&M contends that environmental issues have always been important to them, claiming that they were the biggest user of organic cotton in 2011 and committing to using only organic cotton and being zero discharge by 2020, according WWD.
"Our sustainability efforts are rooted in a dedication to social and environmental responsibility," said H&M CEO Karl-Johan Persson in a statement. "We want to do good for the environment, which is why we are now offering our customers a convenient solution: to be able to leave their worn out or defective garments with H&M."
Of course it's kind of a catch 22--recycle your old clothes and there's initiative to buy more clothes...
But it's still a step in the right direction.