World Recycle Week is a global H&M initiative, and is part of H&M's goal to close the loop in fashion and recycle unwanted garments to create recycled textile fibres for new clothes. During this year's World Recycle Week, H&M aims to collect 1,000 tonnes of garments. And to raise awareness, the British-Sri Lankan artiest (M.I.A) has filmed an exclusive new music video for H&M, highlighting the environmental impact of clothes going to landfills around the world. The video will debut on hm.com on April 11 and marks the start of the campaign – the actual World Recycle Week takes place April 18 – April 24.
"The aim is to create a closed loop for textiles, so that unwanted clothes can be reused and recycled to create fresh textile fibres for new products," H&M said in a statement. "The long-term goal is to have zero garments going to landfill, as well as saving on natural resources.