H&M

Let’s Remake

The world’s first in-store garment-to-garment recycling system.

Looop hero

Insight

84% of clothing ends up as landfill or in the incinerator.

It’s time to change the way we see our worn out and old clothing. Not as waste, but as a resource.

Idea

Give H&M customers a world-first opportunity; to turn pre-loved clothing into a new garment, without the use of water or chemicals.

Housed in a stunning glass box at H&M in central Stockholm, visitors can now remake an old item of clothing with Looop, the name given to H&M’s garment-to-garment machine. Select one of eight new, ready-to-wear designs, configured through the app, then watch as Looop recycles your old garment into new.

A striking red yarn installation weaves its way around the physical space, inviting customers to come up from the ground floor. Opposite the machine, eight giant screens display the end-to-end process behind it. Each depicts an individual step as a beautifully animated loop, which come to life as customers walk by. ASMR sound enriches each film to heighten the sensory experience. An accompanying website brings this revolutionary recycling system and its story to a global audience.

Looop cover

Impact

A fashion revolution begins, at the end.

During October 2020 at H&M Drottninggatan, Looop whirred into action and welcomed its first customers. From shirts to skirts and odd socks, old was remade into new, to start a revolution and to help change the way we see fashion, for the better.

We are constantly exploring new technology and innovations to help transform the fashion industry… Getting customers on board is key to achieve real change and we are so excited to see what Looop will inspire.

Pascal Brun, Head of Sustainability at H&M

Created in partnership with: