H&M has set the vision of becoming 100% circular, including only using recycled or other sustainably sourced materials and taking a circular approach in how products are made and used. The strategy is being formed in dialogue with partners, including Ellen MacArthur Foundation.
The first step towards closing the loop took place in 2013, when H&M started to offer its customers an easy option to collect unwanted garments and home textiles of a critical mass. Together with its partner I:CO, they offer this service in almost all H&M (brand) stores globally and in an increasing number of Other Stories, Weekday and Monki stores. This way, it can help reduce the number of garments that end up in landfills and fuel the demand for textile recycling capacity.