As part of H&M’s goal to close the loop in fashion, recycling unwanted garments to create recycled textile fibers for new products, the brand will be running a global campaign “World Recycle Week” with a collaboration with Southeast Asia’s leading ride-hailing platform, Grab, from April 18-24, 2016. H&M aims to collect 1,000 tonnes of unwanted or worn out garments from customers worldwide in more than 3,600 stores during the campaign period.

The H&M Garment Collecting initiative was launched in 2013. During World Recycle Week, for every bag of unwanted textiles donated in any H&M store, customers will receive 2 vouchers worth 15% off one item. For every kilogram collected, 2 euro cents will be donated to UNICEF Malaysia.

Close the loop - extended overview

London based artist M.I.A. is the front figure of H&M’s World Recycle Week initiative, and is featured in a video inspiring customers to recycle their old or unwanted clothes. With her personal style, interest for sustainability and passion for the environment, M.I.A. personifies the conscious consumer with a social awareness.

World Recycle Week is about embracing important environmental issues such as the landfills, and highlighting a global movement,” says M.I.A.

M.I.A. Campaign Image

To raise awareness M.I.A. wrote the song ‘Rewear it’ exclusively for H&M and the World Recycle Week campaign. H&M has worked closely with choreographer Aaron Sillis to interpret M.I.A.’s music and lyrics into dance moves for the campaign’s video.

New H&M Stores Opening

Furthermore, H&M will be also opening a new store at the upcoming AEON Mall Shah Alam on April  21, 2016 at 12pm and unveiling its first store in Kelantan at AEON Mall Kota Bharu on April 28, at 10am. In celebration of these openings, the first 200 customers who queue up on the opening day at these new stores will receive exclusive giveaways and a shopping voucher worth up to RM500, valid on the day of opening only.

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