Close the Loop by H&M

High street fashion giant H & M have released a groovy new video to promote their clothing recycling campaign, ‘Close the Loop.’ While the video is hot off the press, the campaign was initiated in 2013 and aims to encourage people to recycle their old clothes in an attempt to change the linearity of clothing production. Instead of old clothes ending up in landfill sites (as 350,000 tonnes do in the UK each year) they should be used to make new clothes - entering them into a loop of non-wasteful garment production.

The video is narrated by the unique tones of Iggy Pop and features style icons Pardeep Singh Bahra and Loza Maleombho. The idea behind the project is that there are no rules in fashion, bar one: to recycle your clothes. Here at North South, we reckon that if you’re going to be governed by a law of fashion, this is pretty good one to choose. The amount of clothing people discard into landfill sites every year is shocking and it’s crippling our planet’s ecosystems, not to mention the production of brand new garments crippling our resources and environment. For example, it takes 20,000 litres of water to produce just 1kg of cotton, which is only equivalent to one T-shirt and pair of jeans. Non-organic cotton farming also accounts for 24% of pesticide sales globally, while accounting for only 2.4% of the world’s cropland.

Through buying second hand clothing or garments made from recycled or sustainable materials, you can start to make a real difference and counter act the damage being quietly done by the fashion industry. While H & M may not be completely guilt free, it’s certainly taking a step in the right direction. Their influence globally means that campaigns and videos such as this one get the coverage across social media, reaching a massive audience that they need.

While only a handful of H&M’s garments are made from recycled and sustainable resources, you can be sure that all of North South’s collections have an environmental and ethical conscience. We too are on a mission to prove that ethical and sustainable clothing doesn’t need to be expensive or frumpy. It’s possible to look good, feel good and do good all at the same time. Browse our collection to see how.

Ethical. Sustainable. Wearable.

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Alistair RedfernComment