H&M’s New ‘Bring It’ Film Promotes Clothing Recycling

Connector Winter 2017

H&M is encouraging shoppers to recycle their old clothes with a powerful new film.

Directed by Crystal Moselle, the brand’s ‘Bring It’ video shows the journey unwanted garments go on after they have been collected in H&M stores.

H&M’s goal is to increase the amount of clothing donated to its Garment Collecting initiative, with an aim to reach a total collected volume of 25,000 tonnes per year by 2020.

The high street brand first launched the Garment Collecting scheme in 2013, and has collected over 40,000 tonnes of clothing to date worldwide.

Consumers can bring any unwanted garments and textiles, from any brand and in any condition, to any H&M store, all year around.

Source: The Huffington Post