In the fashion world so far rather unsexy word “Sustainability” to a true trend has evolved – and not just among small young designers, because now some of the large companies as a good example go ahead. In the UK, a fashion recycling week organized now H & M.
Everyone knows the problem – we are year after year panic to the wardrobe, because we seem to attract anything more, in our 5-door “Pax” already bursting seams. As a result, We run to the nearest shop and stuff us to the plastic bags with supposedly so desperately needed clothes, which just a few weeks later also disappear into oblivion.
All the Swedish fashion giant H & M has now recognized this problem and asking its British customers for clothing donation. It’s called “Fashion Recycling Week” today. Between 31 August and 06 September, all British customers have the chance to get rid of your unloved items of clothing in the stores. A large collection box in London’s Covent Garden Piazza will also be available.
Because here this is not a call to the local clothing collection, is the action of course not without a fancy PR measure: students are from the parts of London College of fashion’s Centre for sustainable fashion (CSF) in eight UK cities showcase installations create. The highlight: On Instagram can appreciate customers, how many items of clothing were used for the respective installation – 250 pound waving the winner!
Make new out of old
So the whole thing also make sense, not only a funny Bastelstunde is organized with used clothing. No, according to the Catarina Midby, sustainability Manager H & M UK & IE, be at least 97 percent of the collected pieces recycled and processed into new styles.
By the way: The concept is not totally new – since 2013, customers have the chance to “Collect clothes” at checkout to make old clothes in the initiative H & M. For example a new denim collection is resulted. So eh all jacket such as pants!
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