Upcycling

“Looop it” is H&M’s new campaign to close the loop in fashion and formally commit to only using recycled and sustainably sourced materials by the year 2030. The ambitious and critically necessary initiative will be held accountable by the brand’s ambassador Maisie Williams, while one of the leading retailers in high street fashion moves toward creating a truly circular fashion industry. “I will be working closely with experts within H&M to drive sustainability initiatives and shape the path towards an accessible and circular fashion future,” Maisie Williams said in a press statement. “The longterm goal is to use 100-percent recycled or other sustainably sourced materials for textiles across the full H&M Group brands by 2030. It’s ...