H&MLet’s Remake

Insight

84% of clothing ends up as landfill or in the incinerator.

It’s time to change the way we see our worn out and old clothing. Not as waste, but as a resource.

Idea

Give H&M customers a world-first opportunity; to turn pre-loved clothing into a new garment, without the use of water or chemicals.

Housed in a stunning glass box at H&M in central Stockholm, visitors can now remake an old item of clothing with Looop, the name given to H&M’s garment-to-garment machine. Select one of eight new, ready-to-wear designs, configured through the app, then watch as Looop recycles your old garment into new.

A striking red yarn installation weaves its way around the physical space, inviting customers to come up from the ground floor. Opposite the machine, eight giant screens display the end-to-end process behind it. Each depicts an individual step as a beautifully animated loop, which come to life as customers walk by. ASMR sound enriches each film to heighten the sensory experience. An accompanying website brings this revolutionary recycling system and its story to a global audience.

Impact

A fashion revolution begins, at the end.

At H&M Drottninggatan, Looop whirred into action and welcomed its first customers. From shirts to skirts and odd socks, old was remade into new, to start a revolution and to help change the way we see fashion, for the better.

Despite being launched in October 2020 during Covid-19 restrictions in Sweden, spots to remake with Looop booked out months in advance. News of Looop quickly spread around the world, with over 500 articles across 55 markets sharing Looop’s story. The combined social media reach exceeded 15 million.

H&M plans to take other markets and stores. HKRITA has also made the technology available for license to encourage other companies to join the recycling revolution.

Looop has gone on to win recognition including, Cannes Lions Design Grand Prix, the Fast Company World Changing Ideas award, two D&AD awards and three One Show awards.