H&M introduces Looop: the machine that recycles garments in the store

H&M has made a choice for a more sustainable fashion, introducing Looop: a machine that recycles clothes in the store!

The innovation has been inserted, today 12 October, in one of the stores of the fast fashion giant in via Drottninggatan, in Stockholm.

Looop uses a system that disassembles clothing, washes and shreds its fibres to create thread for a brand new garment.

If additional materials are needed for the product, H&M decided to use virgin fabrics from sustainable sources.

The entire system seeks to minimise waste of water and chemicals to have a lower environmental impact.

Using Looop costs 100 SEK for “loyalty” customers and 150 SEK for everyone else.

For H&M, this is just a step towards a more sustainable business that shows the brand’s willingness to engage with a burning and current theme.

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Cristiana Avolio

Cristiana Avolio è una studentessa di Strategic Communication e ballerina di danze urbane. Direttamente da Napoli, vive a Milano dall’inizio dell’università. Appassionata di moda e collezionista incallita di scarpe, ama soprattutto lo streetwear. Inizia a lavorare per Wait fashion per poter scrivere di quello che le piace e imparare da persone che hanno le sue stesse passioni!