New York—On Tuesday, April 22, to celebrate Earth Day, H&M which has partnered with DoSomething.org, an organization for young people and social change, will have a pop up sustainability booth in Union Square Park. Visitors will be encouraged to recycle their old and unwanted pieces of clothing at the booth.
It’s part of a campaign called Comeback Clothes that encourages young people to give their old and worn-out clothing a new life through recycling. The “face” of the campaign is actress, activist and Conscious Commerce co-founder Olivia Wilde (who recorded a public service announcement for the campaign.)
Through June 20, young people can collect old and worn-out clothing in their schools and communities and drop them off in garment recycling bins at any H&M store. All brands and all conditions will be accepted. H&M will send these clothes to a recycling facility, where they will be given a new life. The vast majority of fabric can be recycled, yet 85% of all textiles end up in landfills each year–that’s 11.1 million tons, the equivalent of over 70 billion T-shirts.
Participants Entered in Scholarship Contest
Following Earth Day, H&M will take this message coast to coast, popping up at three major college campuses. Volunteer students and H&M staff will bring students to an exciting and interactive experience in a mobile showroom where they can not only drop off their garments and learn more about the Comeback Clothes campaign, but also get stylized and star in their very own short video which will be featured on the H&M Loves Music Tumblr page!
All participants that send a photo of themselves dropping off their unwanted clothing to DoSomething.org will automatically be entered to win a $10,000 scholarship, and receive a 15% discount off their entire next purchase. “We are proud of the achievements made since we launched our garment recycling initiative last year at H&M. We are also aware of the challenges ahead, which is why we have partnered with DoSomething.org. We want to positively affect the environment by offering our customers a convenient way to recycle,” says Daniel Kulle, U.S. president for H&M.
“I’m excited to work with DoSomething.org and H&M to encourage our generation to recycle old clothing with Comeback Clothes,” says Olivia Wilde. “Their message is very much in line with the philosophy behind my company, Conscious Commerce, which encourages young people to live an overall more conscious lifestyle and leave our world in a better state than how we found it. Recycling old clothes is a wonderful and deliberate choice that positively affects our world, and I’m proud to help that cause!”
The college stops are as follows:
April 23 to 24 from 11 a.m. to 7 p.m. at UCLA
April 30 to May 1 from 11 a.m. to 7 p.m. at the University of Texas, Austin
May 6 to 7 from 11 a.m. to 6 p.m. at Penn State
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