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Pressure mounts on retailers to reform throwaway clothing culture

August 10, 2016

Pressure mounts on retailers to reform throwaway clothing culture

Marc Gunther for Yale Environment 360, part of the Guardian Environment Network
Wednesday 10 August 2016 16.13 BST

Fast-growing, fast-fashion retailer H&M, which has more than 4,000 stores in 62 countries, sold $24.5bn worth of T-shirts, pants, jackets, and dresses last year. It also took 12,000 tons of clothes back. In a glossy, celebrity-studded video, H&M says: “There are no rules in fashion but one: Recycle your clothes.”

Recycling has become a rallying cry in the apparel industry, with H&M as its most vocal evangelist. The Swedish firm launched a €1m contest to seek out ideas for turning old clothes into new, invested in Worn Again, a company that is developing textile recycling technology, and enlisted hip-hop artist MIA. to produce a music video called Rewear It, that aims to “highlight the importance of garment collecting and recycling”. With Nike, H&M is a global partner of the Ellen MacArthur Foundation, whose mission is to drive a transition to a circular economy – that is, an industrial system in which everything at the end of its life is made into something new, in contrast to today’s economy, where most consumer goods are produced, used, and then thrown away.

Read more at The Guardian.

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