I was excited to read this article about H&M’s clothing recycling program. In this earth911.com article, writer Christina Caldwell explains that “[i]n 2010, 13.1 million tons of textile waste wound up in a landfill. That’s why the world’s second largest fashion retailer is set to launch a clothing recycling initiative in February 2013 in all 48 of its markets.”
So in just a few weeks, shoppers can drop off used clothing, any brand and in any condition, at H&M stores and receive a discount on future H&M purchases. German firm I:Collect will partner with H&M to recycle and repurpose donated textiles.
H&M has also been racking up earth-frienly cred with its 2012 Conscious Collection, the store’s line made from sustainable materials. The photo below, from ecofabulous.com, shows other Conscious Collection styles.
While I’m all for recycling and keeping waste out of landfills, I wonder how much this H&M recycling campaign could be another “greenwash” effort. Recycling our old clothes assuages our guilt but doesn’t address the root of our reckless over-consuption. Will it be another way for us to justify our consumer habits?
I’m saying “our” here but really I mean “my.” H&M has always been kind of exotic to me, “the Target of Europe,” as a friend of mine calls it. If I’m traveling in a city that has one, I somehow end up there, pawing through bangles and trendy $20 dresses.
My brother once left me unattended in an H&M in Paris. I was the last patron allowed into the fitting room before closing, and I emerged with an orange leopard-print halter jumpsuit and a pair of high-waisted shorts. Score!
While I’ve been in Costa Rica for the fall semester, an H&M has opened in my new hometown of Spokane. Next time I’m out in the valley, I’m sure won’t be able to resist the siren song.
Photo at the top of this post is from www.good.is