Swedish fashion retailer Hennes & Mauritz (H&M) plans to recycle old clothes collected from customers.
The multinational retail fashion company is known for fast-fashion clothing and accessories for men, women and children. Now the brand is starting a innovate trend to help the environment.
H&M becomes the first company to launch a worldwide clothing collection initiative, collecting old clothes starting in 2013.
"From February 2013, customers will be able to hand in used garments in H&M stores in all 48 markets," in a press statement, according to reuters. Clothing items from any brand, in any condition would be accepted and customers would then receive a voucher for each bag.
The collected used clothing will then be processed by I:Collect, a global recycling company. The materials would either be re-used as clothes or recycled as cleaning rags or insulation for the car industry. H&M states 95 percent of textiles thrown out each year could be used again.
The H&M brand is in 43 countries world wide and has collaborated with top fashion designers including: Karl Lagerfeld, Stella McCartney, Roberto Cavalli, Versace and recently avant-garde label Maison Martin Margiel launching it's holiday collaboration.