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H&M has become the first fashion company to launch a used clothes collection initiative worldwide, part of its efforts to reduce the environmental impact of clothes, writes Stan Szecowka.
Launched this month, customers are being invited to hand in worn garments in H&M stores in all 48 markets and get a discount voucher on their next purchase. The initiative started in Bahrain last weekend at its Seef Mall outlet and will run until February 27.
“Our sustainability efforts are rooted in a dedication to social and environmental responsibility. We want to do good for the environment, which is why we are now offering our customers a convenient solution: to be able to leave their worn out or defective garments with H&M,” said Karl-Johan Persson, CEO of H&M.
Any piece of clothing, from any brand and in any condition will be accepted. In return, the customer will receive a voucher of ‘Get 10 per cent off on your next purchase’ for each bag brought in.
The collected clothes are then handled by H&M’s partner, I:Collect, which provides the infrastructure through which consumer goods are repeatedly reprocessed and made available for new use.
Every year, tons of textiles are thrown out with domestic waste and end up in landfills. As much as 95 per cent of these clothes could be used again – re-worn, reused or recycled – depending on the state of the garment.
H&M was brought to the kingdom under the umbrella of MH Alshaya Co, the retail business of the Alshaya Group, which was founded in Kuwait in 1890. It has two other stores in Bahrain City Centre.
