ABOUT

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.