Swedish fashion house H&M is continuing its green streak with the official launch of its Garment Recycling Program.
The second-largest clothing retailer in the world will accommodate the program in all of its 269 U.S. locations as well as all 48 of its global markets. Beginning today, customers can bring any garment from any brand in any condition into an H&M store. For every bag of clothes donated, customers will receive a 15 percent off voucher for their next item purchased.
“We believe this program will really make an impact in reducing the amount of clothing that ends up in landfills all over the world,” said H&M spokesperson Marybeth Schmitt in a press release.
Additionally, H&M is teaming up with Global Green USA, who will be the sole beneficiary of the recycling program. The donated clothing will be handled by H&M’s partner, I:Collect, which repeatedly reprocesses the garments for new use.[more]
The initiative is not the first of its kind, however, as European retailer Marks & Spencer (M&S as it’s better known) started its own recycling program early in 2012.
The program is just another step for the conscious company, which has already made clear its desire to make their manufacturing process and overall footprint more green, in addition to creating a sustainable fashion collection in H&M Conscious, which featured Vanessa Paradis earlier this year.
H&M announced in February that it would be partnering with the World Wildlife Federation to improve the abundance and quality of the global water supply H&M will focus on areas where wet processes are used in manufacturing in order to reduce negative water impacts.
“Water is a key resource for H&M and we are committed to ensure that water is used responsibly throughout our value chain,” said Karl-Johan Persson, CEO of H&M in a statement.
Despite a trending drop in comparable sales, the budget retailer, which holds most of its ground in weak Europe, is expanding.
H&M will debut a new brand, & Other Stories, in Europe on March 8. The brand will have a slightly higher price point than that of H&M. It also recently announced that it will be making a push to open H&M retail stores in India, where a growing middle-class is demanding more westernized products.