How effective are H&M’s circularity efforts?

For quite a few years, fast fashion brand H&M has been collecting discarded garments in its stores worldwide. However, questions arose as to what H&M was doing with all these garments (29,005 tons in 2019 alone) as it was not possible to turn all of them into new clothes. Mixed materials, like cotton and polyester blends, which is what many fast fashion garments are made of, posed a challenge. Since then, technology has improved, with H&M using its in-store recycling machine Looop and its Green Machine that separates cotton and polyester blends through a hydrothermal process to become more circular.


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