H&M and M.I.A. aim to close loop in fashion

M.I.A. for H&M

H&M has stepped up its clothes recycling drive and has announced a new global event, World Recycle Week (April 18th to 24th 2016), when it aims to collect 1,000 tonnes of unwanted or worn out clothes and textiles from customers in over 3,600 branches around the world.

The fashion brand is collaborating with M.I.A., who has filmed a new music video for the campaign. Scheduled to drop on April 11th, the video highlights the environmental impact of clothes going to landfill.

Rehaul clips – the opposite of a shopping haul, showing clothes selected for recycling at H&M rather than those recently purchased – featuring characters from the video and bloggers will also be shown online. Fans and (re)fashionistas can also post their own rehaul videos using the hashtag #HMrehaul.

H&M says its Garment Collecting campaign has accrued over 25,000 tonnes of clothing from customers since its launch in 2013 and created new fashion collections that contain recycled textile fibres. Any garments or textiles can be brought to H&M, even those that are very worn, as they can be recycled to reduce the impact of landfill and remanufacture.

Update: here's M.I.A's video:

Like this story and want one of your own? If you need help writing press announcements, web content, social media posts or marketing material, email This email address is being protected from spambots. You need JavaScript enabled to view it. to see how we can give you a hand.