H&M- Wate to Fashion
As the fashion industry is put under the scanner for using up resources and energy while also throwing away waste polluting the landfills many brands have stepped up to do better. The biggest fashion retailer, H&M is one of the big brands that’s trying to become more sustainable.
In 2013, the brand introduced the Garment Collecting programme, where consumers could hand in old clothes in-store and receive a voucher in exchange. Recently they launched Looop, the world’s first in-store recycling system, in Stockholm, where the old garments get shredded, spun into yarn and knitted into a new piece of apparel.
Their latest venture pertains to converting apparel from waste. The new A/W20 Conscious Exclusive range showcases garments and accessories made from innovative waste materials like AgraLoop made from food crop waste, wood pulp and recycled plastics, recycled closed-loop polyester, vegan leather made from winemaking byproducts and a plastic made from carbon emissions.
The collection doesn’t just justify the cause but also underlines fashion. The collection has been realised with black tailoring, a palette of dusty greens and yellow jacquard, taffeta, voluminous silhouettes.
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