Sustainability and recycling aren’t new topics, by any means.
What is new however, is our use of technology and innovation to bring sustainable concepts into the realm of reality. And more importantly, practicality. It is particularly interesting to see how major brands tap into their power to push this envelope. By using human ingenuity, big companies are seeking to tackle serious issues within their respective industries.
Take fashion for example. The most recent (and beautiful) example I’ve seen is H&M and their new recycling system called ‘Looop’ – an in-store machine that turns old clothes into new ones, as you watch.
Looop will - as its name suggests - knit your pre-loved clothing back into trendy ready-to-wear garments, without the use of chemicals. The machine will first clean and shred your clothes into their base fibers, then spin them into an entirely new yarn and ultimately, a new garment.
Imagine gathering up your old clothes on a weekend, driving down to the mall and popping over to the H&M store, loading up the Looop machine and leaving with a brand new collection of the latest trendy pieces. Could the future of sustainable fashion be so simple? So wonderfully chic and easy? H&M certainly thinks so, stating that its Stockholm-based machine represents its vision of a sustainable future.
The effort was accompanied with AKQA's minimalist yet impactful campaign ‘Let’s Remake’ that called for a recycling revolution.
And if it looks as good as H&M foretells, we might all be reinventing the way we live (and dress) sooner than we think.
Words: Taraka 'TK' Tennakoon
Image Credits: H&M, AKQA, Universal
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