Mark Hurrell.

11 October, 2020


H&M are trialling a new recycling system called Looop in one of its Drottninggatan stores in Stockholm. It cleans and shreds old clothing into its base fibers before spinning these into new yarn, then making new clothes from the yarn. Looks amazing.

Particularly love the potential for brand mischief. It’s only a matter of time before Demna starts rolling them out and charging his customers $250 to recycle any old tshirt into an authentic Balenciaga one.