Major brands are making attempts to close the loop on the life cycle of clothing and leading forward-thinking adoption amongst the masses. Launching initiatives to reduce waste, H&M will be the first fashion company to launch a second-hand clothes exchange for vouchers. Sustainability is an important part of H&M’s offering as they strive to reduce the impact of clothes on the environment. Beginning in February 2013, customers will be given the opportunity to hand in their used garments at all 2,800 stores in 45 markets worldwide.

Karl-Johan Persson, CEO for H&M states, “Our sustainability efforts are rooted in a dedication to social and environmental responsibility. We want to do good for the environment, which is why we are now offering our customers a convenient solution: to be able to leave their worn out or defective garments with H&M."

 

Every year, tons of domestic waste ends up in landfills across the world. Ninety-five percent of these clothes can be re-worn, reused, or recycled. H&M seeks to reduce the environmental impact of garments and find solutions to reuse the textile fibers on a larger scale. H&M has set up "Conscious Foundation" to innovate social projects and close the loop on textile waste. Through the global initiative, H&M’s customers can contribute to a new cycle in their garments life. All pieces of clothing will be reprocessed for reuse through H&M's partner, I:Collect.

 

Chic and edgy Parisian chanteuse and actress, Vanessa Paradis will be the face of Conscious H&M for Spring 2013. She wears pieces from the collection full of optimistic colors and floral prints made from recycled polyester, organic cotton, and Tencel. “I like being part of something like the Conscious collection at H&M. I try to shop consciously, and vintage is very much a part of my wardrobe. I love the style and it works in an eco-friendly way because I like to reuse old clothes.”

 

H&M has spearheaded several programs to make their fast fashion company more sustainable; they are the number one user of organic cotton worldwide, are making positive steps towards reducing the amount of water used to treat their denim, and marking a goal for 2020 for zero chemical waste in their factories.