// H&M Group launches online recycling program for Weekday fascia
// It entails Weekday designers altering unpurchased products based on current trends
H&M Group has launched a new online sustainability program for its millennial-centric retail chain Weekday.
The Swedish fashion giant revealed that the new Re-Made capsule collection entails Weekday’s designers taking a number of pieces and having them “altered based on current trends” by reusing textiles from old collections into “new seasonal designs that resonate with customers during summer”.
The news comes after clothing waste in the industry came under intense scrutiny last year when Burberry was found to have had incinerated tens of millions of pounds worth of unpurchased luxury items.
H&M said that the Re-Made capsule collection takes an upcycling approach to design and is co-created with its Laboratory, the department that is responsible for new business models.
“This project is just one of the ways that the H&M group aims to create a two-way dialogue with their customers and to provide them with sustainable fashion that they really want,” H&M said.
The Weekday design team started the process by identifying existing garments which were most desirable for new styles.
“Design solutions are as simple as noticing that trends are moving towards denim vests, and therefore removing the sleeves from denim jackets,” H&M said.
“Afterwards, the leftover materials from those sleeves can be transformed into something completely new, for example labels.”