H&M is joining forces with artist and singer M.I.A. for H&M’s latest global initiative World Recycle Week with a new music video and an ambitious global Garment Collecting activity. During the period, H&M aims to collect 1,000 tonnes of unwanted or worn out garments from customers worldwide in its more than 3,600 stores. The initiative 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. The video will debut on April 11 at www.hmm.
To mark the first World Recycle Week, H&M aims to collect more textiles than ever before through its on-going Garment Collecting initiative. 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. Create 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 life of clothes. For more info go to hm.com/garmentcollecting.
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