Clothing retailer H&M introduced the “looop” machine at a store in Stockholm recently. Customers can watch the container-size machine recycling their old textiles into something new. Within five hours of feeding an old garment into it, looop spits out a new one. The system uses no water and no chemicals and thus has a significantly lower environmental impact than producing garments from scratch. The garment-to-garment recycling system is part of a bigger plan for the company, which is striving to become fully circular and climate positive. “Getting customers on board is key to achieve real change and we are so excited to see what looop will inspire,” said Pascal Brun, head of sustainability at H&M.

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