H&M to Unveil New Clothing Recycling Technology

H&M is set to debut a new garment-to-garment recycling system and is giving customers an upfront look at how it works.

The Swedish fast-fashion giant will offer customers the opportunity to watch as their unwanted pieces of clothing are transformed into new fashion items via its new garment-to-garment recycling system, called ‘Looop’. The machinery used in the transformation will make its debut on Oct. 12, in an H&M store in Stockholm.

“We are committed to closing the loop on fashion and this machine visualizes to customers that old textiles hold a value and should never go to waste,” H&M stated. “This is the first time this garment-to-garment recycling system is shown in store by a fashion retailer and H&M is proud to soon offer customers the opportunity to watch this container-sized machine recycle their old textiles into something new.”