H&M wants to close the loop

In the consumerism era the fashion industry is surely one of the fields which consumes the resources more avidly. The continuous demand for new trends and collections leads every season to the exploitation of huge quantities of virgin resources that are not always renewable.

Since 2013, the Swedish fashion giant H&M has launched a new campaign to recycle used clothes in order to turn them into new ones. In this new loop nothing dies forever and everything can have a new life.

To consolidate the concept among the people the brand released a short film, realized investigating humanity in its charming diversity, to make people aware of recycling and show that together we can make it.

You can donate your used clothes in every H&M store of the world and, who knows, maybe you’ll buy them again without knowing it a few seasons later.

In a brand new shape, of course.