In a bid to encourage its customers to recycle used garments, Swedish fast fashion retailer H&M is showing garment-to-garment recycling system Looop in their Drottninggatan stores in Stockholm. Shown for the first time, the container-sized machine recycles old textiles into something new in front of customers. Old garments are dissembled and assembled into new ones, and then cleaned, shredded into fibres and spun into new yarn that will eventually be knitted into new clothing. The system uses no water and nochemicals.

H&M also offer the possibility to their customers to use the Looop system to turn their old clothes into new ones with a fee of SEK 100 for members of the loyalty program (approx. EUR 10), and SEK 150 for non-members (approx. EUR 15). All proceeds go to projects related to research on materials.

Recycling System ’Looop’ Helps H&M Transform Unwanted Garments into New Fashion Favourites