H&M and M.I.A. are pairing up to launch a global sustainability initiative as part of World Recycle week, which takes place April 18-24. The recording artist is releasing a music video on April 11 on H&M's website emphasising the environmental impact of clothes going to landfill. Why? Because H&M wants to encourage its shoppers to recycle clothing. They're collecting 1,000 tonnes of unwanted clothes from customers in their 3,600 stores worldwide.
Since 2013, the Swedish retailer has acquired over 25,000 tonnes of clothes through a global initiative to close the loop in fast-fashion waste. Two years ago, the brand released their first line of recycled clothing and now they've coined ‘World Recycle Week’ to encourage people to donate items of unwanted clothing in exchange for vouchers.
From April 18-24, you can bring unwanted clothes to your nearest store and receive a voucher to use next time you shop. You can even bring an old towel, or socks half chewed by your dog. The clothing will be broken down, so nothing is considered too worn.
In addition to gathering more garments, H&M are asking bloggers to make their own music videos inspired by M.I.A. If you've ever spent time on YouTube you'll have come across a ‘haul’ video – Mylifeeaseva’s Black Friday Haul 2015 video has over two million views. H&M is calling on people to film the pieces they are bringing back to the store using the hashtag #HMrehaul.