Fashion trends change from time to time. In these changes, we often see old designs getting back to the new trend, but what the leading fashion brand H&M is doing is something very new for the market. The company is using technology to recycle old clothes and make them new ones in front of the customers.

For this, H&M has installed a machine called Looop in its Drottninggatan store, where customers are invited to bring a garment they’re planning to discard, such as an old shirt or a cotton dress. These garments are broken down and rewoven into a sweater, scarf, or baby blanket through the glass walls of the machine. The complete transformation process takes around 5 hours and the customer can pay $ 15 for the finished item.

This is both sustainable and right use of technology that brings new ways to attract customers. Also, providing customers with this presence will motivate them to bring more old clothes.

For those who don’t know, Looop technology is developed by the Hong Kong Textiles and Apparel Research Institute of Textiles and Apparel and Novetex Textiles (HKRITA). The best part is that the device does not use any chemicals. As of now, Looop is the only recycling machine in the store, but HKRITA will license the technology to help the entire industry become more circular.

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