H&M first launched its worldwide Garment Collecting initiative in 2013 and since then the company has collected over 40,000 tonnes of clothing. Today customers can bring any unwanted garments and textiles, from any brand and in any condition, to any H&M store, all year around. The goal is to increase the amount of garments collected, every year, so that we reach a total collected volume of 25,000 tonnes per year by 2020.
The campaign raises awareness on the importance of garment recycling. H&M wants to close the loop on fashion by giving customers an easy solution to hand in unwanted garments so they can be reused or recycled through H&M’s garment collecting initiative. By doing so less garments go to landfill. The “Bring It” film tells the journey that unwanted garments go on after they have been collected in store. Through inspiring stories the film illustrates how the lifespan of a garment can be increased to keep it in the loop for as long as possible.
