H&M is launching a global green initiative, offering customers vouchers for donating their unwanted clothes.
The Swedish high street giant is the first to launch a scheme of this size, adopting it in all 48 countries that the retailer has a presence, although it will only be available in selected stoes.
Any items of clothing, from any brand and in any condition are accepted.The clothes are then processed and made available for new use.
H&M chief executive Karl-Johan Persson said: “We want to do good for the environment, which is why we are now offering our customers a convenient solution: to be able to leave their worn out or defective garments with H&M.”
H&M said its aim was to “reduce the environmental impact of clothes throughout their lifecycle”. Long-term the business wants to “create a closed loop for textile fibres”, and is looking to develop technical solutions to reuse and recycle textiles on a larger scale.
To meet that aim, it has launched the Conscious Foundation, which will support environmental innovation.