H&M shoppers will see their old clothes turn into new ones
On October 12, the innovative Looop machine will be available to customers at the H&M store in Stockholm. This innovative fabric recycling system will be presented for the first time by H&M. The brand is proud that in-store shoppers can now see a container-sized machine recycle their old clothes into new ones.
“We continually research new technologies and innovations to help transform the fashion industry and reduce dependence on natural resources. Engaging customers is key to achieving real change, and we look forward to seeing how Looop is received and how it inspires our customers.”Says Pascal Brun, Head of Sustainability at H&M.
Looop uses a technology in which old clothes are unraveled and assembled into new ones. Textiles are cleaned, crushed, threads are woven from the resulting fiber, which are then used to produce new fashionable clothes. An important plus of the Looop system is that it does not use water or chemicals, which significantly reduces the environmental impact compared to a traditional garment manufacturing process from scratch. More about the process here…
The Looop project was created by the non-profit H&M Foundation in partnership with HKRITA (Hong Kong Textile and Apparel Research Institute) and Hong Kong-based yarn company Novetex Textiles.