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A look from H&M's 2012 Conscious Collection
As part of H&M's goal to become more environmentally friendly, the chain is launching a recycling initiative that will let you exchange old clothes for store discounts. It goes by the techy name of iCollect and here's how it will work: iCollect boxes will be placed near cash wraps in stores. Shoppers can drop off bags of used clothes and get vouchers in the form of store discounts in exchange for each bag of clothing donated. Any type of garment is accepted. Non-H&M items items are fair game, as are pieces that aren't in good condition.
"There are a lot of garments that really go to waste. We encourage customers to use garments for as long as possible, but we know a lot goes to incineration plants," a brand rep told WWD. "We want to advance recycling. We want to organically grow this idea." The initiative will launch globally in February 2013.
· H&M to Launch Recycling Initiative [WWD]
· It's Finally Here: H&M's Conscious Collection Debuts Today [Racked]