H&M has long been on the radar of green fashion fans, thanks in no small part to the Garment Collection program it launched in 2013; those cardboard boxes behind the till that steal your attention when the queue is taking forever and ever? Fill ‘em with your old garms and the Swedish brand will basically pay you for your eco credentials (read: fill your palms with vouchers).
And it’s about to step up its game, again, announcing today a new collaborative project with M.I.A..
Dropping ahead of World Recycle Week – 18th-24th April – the outspoken artist has filmed a new music video exclusively for H&M, with the aim to prick up some ears on the latter’s close the loop initiative.
While the fashion industry isn’t exactly new territory for the ‘Borders’ rapper – ex-housemate of British designer Luella Bartley, a one time Versus Versace collaborator, and a regular at fashion week – the partnership is perhaps the most eco to occupy her CV.
As for the initiative, which recycles the aforementioned box clothes, using the textile fibres to create new pieces, this year H&M hopes to collect 1,000 tons of unwanted clothing. A target we can all aid, right?