Keen to help the environment and reduce the impact clothes have on landfill sites, H&M is reportedly planning to launch a global clothing collection service.

From February next year, the Swedish brand will apparently give customers £5 to spend in the store (against a purchase of £30 or over) if they donate their unwanted clothing at one of the selected stores.

“Our sustainability efforts are rooted in a dedication to social and environmental responsibility,” said CEO Karl-Johan Persson. “We want to do good for the environment, which is why we are now offering our customers a convenient solution: to be able to leave their worn out or defective garments with H&M.”

And to make the initiative even more appealing, H&M has enlisted the help of Joanna Lumley to be the face of the campaign and hopefully get more people on board. We reckon she will do wonders for it – her Absolutely Fabulous wardrobe raised a very impressive amount of money at auction recently, so we know the lady has a large presence in the fashion world.

We think this is great motivation to have a clean up of your personal wardrobe and help the environment at the same time – especially if you get a nice £5 to put towards something shiny and new!

[Telegraph][Image]

 

 

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