See what happens to your wardrobe rejects

Leave your unwanted clothes at H&M to make sure they get new life. Just bring it!

Do you ever wonder what happens to the clothes you drop in H&M’s garment collecting boxes? In the new campaign film Bring It, the brand gives you a peek into one of the sorting and recycling plants where your wardrobe rejects meet their maker (more accurately: their re-maker). Once your old and unwanted clothes enter the garment collecting initiative, they are either resold as second-hand clothing, reused at another capacity, or recycled to become new products or textile fibres.

In the four years since launching the initiative, H&M has collected over 40,000 tonnes of unwanted textiles and garments. Three years ago the brand introduced its first Close the Loop collection, which consisted of items partly made out of recycled textiles that had been collected through the initiative.

This spring, H&M is going one step further and has created two items – one denim skirt and one pair of jeans – entirely re-made from used denim. The items are sold in limited edition and exclusively online.

With garment collecting and textile recycling, H&M aims to work towards a change in the way fashion is made and enjoyed today – essentially making sure no garments end up in landfills. To do this, the brand needs your help. So watch the campaign film above, then gather your broken, stained or for other reasons unwanted clothes and bring them to your nearest H&M store. Just bring it!

Read more about garment collecting here.


When you leave your unwanted garments or textiles – regardless of condition or brand – at any H&M store, H&M’s partner company I:CO will collect them and sort them into different categories:

• RE-WEAR: The garment can be worn again and is sold as second-hand.

• RE-USE: The garment will be turned into other products, such as cleaning cloths.

• RECYCLE: The garment can be turned into textile fibres, used for things like insulation material or new yarn for future products.

• UPCYCLING/REMAKE: The garment can be upcycled and used to produce a new product of similar or greater value.

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