H&M has partnered with Keep America Beautiful, a community improvement non-profit organisation, for the Garment Collecting initiative in the US. Launched by H&M in 2013, this initiative provides fashion and quality in a sustainable way at the best price. The ambition is to work towards a change in the way fashion is made and enjoyed today.Through its new partnership with Keep America Beautiful, H&M is urging customers to participate in America Recycles Day by donating unwanted textiles from any brand in any condition.
Since the launch of the initiative, H&M has collected over 40,000 tonnes of clothing. The goal is to increase the number of garments collected every year to reach up to 25,000 tons per year by 2020. In working towards a sustainable fashion future, H&M aims to create a closed loop for textiles, so that unwanted clothes can be reused and recycled to create fresh textile fibres for new products. America’s Recycles Day educates people about the importance of recycling to the economy and environmental well-being, and helps to motivate occasional recyclers to become everyday recyclers.Keep America Beautiful inspires and educates people to take action every day to improve and beautify their environment.