H&M gets circular with pre-loved fashion range in London store

High street fashion giant H&M will be launching its pre-loved fashion offering into the UK next month as it  ramps up its efforts to support a more circular fashion industry.

The latest in a number of high-profile retailers to embrace the circular fashion economy, the collection second-hand lines will allow customers to purchase clothes and accessories from a range of brands and designers in a more sustainable way. 

The fashion and textile industry is estimated to be worth £21 billion to the UK economy, and provides more than half a million jobs, while causing 8% of global greenhouse gas emissions and 20% of wastewater globally.

Henrik Nordvall, H&M country manager UK & IE, said: “We are delighted to launch pre-loved in the UK, giving our customers the possibility to explore unique styles.

“The opportunity to give a second life to garments brings real value to our customers and enables them to explore different ways of engaging in a circular fashion industry.

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“Introducing this concept in our London flagship store, alongside our rental offering, invites our customers to enjoy, play and experiment with fashion, finding new ways for them to express their personal style through rental, pre-loved and our wonderful H&M collections,” Nordvall continued.

The move is the latest in a line of sustainable developments from the retailer, including its popular instore clothes recycling initiative, which has recently came under fire following claims that items donated are being destroyed, burnt or dumped in landfill.

H&M responded to allegations at the time and has since changed its recycling partner.

The pre-loved range will available in the retailer’s London flagship on Regent Street store from 5 October, where new garments will be added daily.

Circular economyNewsRetail

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