84% percent of clothing ends up as landfill or in the incinerator. So AKQA set out to change the way we see our worn out and old clothing – not as waste, but as a resource. The agency gave H&M customers a world-first opportunity to turn pre-loved clothing into a new garment, without the use of water or chemicals. Using Looop – the name of H&M’s garment-to-garment machine, housed in a glass box at H&M in central Stockholm – old items of clothing could be remade into one of eight new, ready-to-wear designs, all of which can be selected and configured to an app. Users could then watch as Looop recycled old garments into new.
What did the judges have to say?
"Having worked in the industry, it’s always very challenging to be able to make a change towards a sustainability solution. H&M has managed to commit to a new upcycling process, invested space in its retail stores, and communicated it in an attractive and inspiring way. I thought this project was well considered end-to-end."Alvin Chan, Global Executive Creative Director, Cheil Worldwide
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