H&M To Replace Unwanted Clothing Into New Fashion With 'Looop'

 H&M To Replace Unwanted Clothing Into New Fashion With 'Looop'

H&M, a Swedish international clothing company, offers its customers in Sweden the possibility of converting unwanted clothing into new fashion favorites with the help of its ‘Looop’ clothing re-design program. The ‘Looop’ machine shows customers that old fabrics carry value and should never be thrown as a waste.

Looop is powered by the non-profit H&M Foundation, as well as research partners HKRITA (The Hong Kong Research Institute of Textiles and Apparel) and the Hong Kong-based yarn spinner Novetex Textiles.

'Looop' opens to the public at one of Drottninggatan’s H&M stores in Stockholm on October 12. This is the first time that the re-use program has been shown in a store by a fashion retailer and H&M has given customers the opportunity to view the machine recycling their old clothes into new.

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

'Looop' uses a process that combines and combines old clothes into new ones. Clothes are cleaned, stripped, and spun into new yarn and knitted into new fashion trends. Some of the sustainable virgin materials should be added during the process, and H&M is working to make this involvement as small as possible. The system is waterless and chemical free, thus having a much lower impact on the environment than the original textile production from scrap.

H&M seeks to lead the transition towards a sustainable fashion industry. In 2013 H&M became the first fashion retailer with a global clothing collection program. Now, it takes the next step in its process of re-cycling the garment with Looop machine. At Sweden’s 100th anniversary, members of H&M’s loyal H&M group can watch Looop transform his old dress into a new favorite. For non-members the fee will be 150 kronor Swedish money. All money goes to research-related projects. By 2030 H&M aims to recycle or replenish all its components in sustainable way, this figure in 2019 was 57%.