H&M launches in-store recycling machine

H&M is to offer its Swedish customers the opportunity to transform unwanted garments into new fashion items with the help of its new ‘Looop’ garment-to-garment recycling system.

Looop uses a technique that dissembles and assembles old garments into new ones.

The process involves the garments being cleaned, shredded into fibres and spun into new yarn which is then knitted into new products. H&M said a small amount of sustainably sourced virgin materials need to be added during the process, but there is no use of water or chemicals.

Pascal Brun, head of sustainability at H&M, said: “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.”

The system will be launched in one of H&M’s Drottninggatan stores in Stockholm on 12 October and customers will be invited to watch it in action.