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01st Sep 2015

There’s Something Special Going on In-Store at H&M This Week

Are you ready to close the loop?

Is it time for a closet clear out? 

This week, H&M have launched the first nationwide Fashion Recycling Week, set to run until September 6th.

To celebrate, H&M and London College of Fashion’s Centre for Sustainable Fashion (CSF) have challenged students to create window installations using clothes donated through H&M’s garment collecting initiative. The installations will be displayed in H&M windows in eight key cities across UK and Ireland, including the H&M South King Street in Dublin.


Over the next week, customers will have the chance of winning a €250 voucher to spend in stores by Instagramming their guess of the number of garments used in each installation and posting a picture of the window tagging @hm and the hashtag #CloseTheLoop.

Second year students from the LCF’s Creative Direction course were tasked in groups to interpret the cities including Manchester, Edinburgh and Dublin, engaging the awareness for customers of the extended life of clothes after they have been donated.


“It has been an incredible opportunity for the students to explore sustainability from both a conceptual and industry perspective” said Renée Cuoco, Centre for Sustainable Fashion Manager. “The students’ work showcases creative approaches in encouraging people to value their clothes as the precious resources they are.”

Catarina Midby, Sustainability Manager H&M UK & IE commented: “We recycle no less than 97% of the clothes and textiles we collect into new products like clothes, insulation for cars and most importantly into new garments, closing the loop in fashion.”