H&M and IKEA launch brand sustainability initiatives

Sweden’s two retail giants have become among the first retailers to offer a modern day version of the ‘new stuff for old’ offer in a bid to take another eco-friendly step in their ambitious brand sustainability initiatives.

Fast fashion retailer H&M has started its latest brand sustainability initiative domestically, giving customers in Stockholm the chance to transform unwanted garments into revamped fashion items with the help of its new garment-to-garment recycled materials machine ‘looop’, so-called because the company is “committed to closing the loop on fashion”.

Meanwhile, IKEA is following up on its pledge to have a positive impact and open a second-hand store in Sweden by offering customers vouchers for returned IKEA furniture, which it will then sell or recycle as part of a brand sustainability initiative.

BRI