The H&M Transformation

H&M take a step closer to becoming a more sustainable fashion brand as they transform old clothes to new, right in front of you.

H&M continues to show their efforts to remaining sustainable by launching a new recycling system called “Looop” – a machine with the aim to turn old clothes into new ones. So, how does it work? “Looop” transforms your old garments into new fashion pieces in the most eco-friendly way possible. The machine starts by cleaning and shredding pieces into its base fibres before spinning these into new yarn.

“Looop” uses no water and no chemicals which help lower the environmental impact. As a result of reusing these fibres, the yarn can be used to knit and created new clothes! H&M aims to recycle and source all their materials in a more sustainable way by 2030.

The green machine is in store and open to public use in one of their Drottninggatan stores in Stockholm, aiming to show customers the benefits of recycling. “Looop” is created by the non-profit H&M Foundation; therefore all proceeds go towards research on materials.

H&M explain that “This is part of a bigger plan – our ambition is to become fully circular and climate positive and we are working with many exciting projects to reach this goal. We must innovate materials and processes while inspiring customers to keep their garments in use for as long as possible.”

We are constantly exploring new technology and innovations to help transform the fashion industry as we are working to reduce the dependency on virgin resources. Getting customers on board is key to achieve real change and we are so excited to see what Looop will inspire.