H&M wants to reward you with a gift voucher for every bag of clothes you recycle. The company says it will help its customers avoid textile waste by accepting items of clothing from any brand and in any condition. Beginning February, for every bag deposited, the customer will receive a voucher to put towards a future H&M purchase. The collected garments are then handled by I:Collect, a clothing-recycling firm that will reprocess the materials and make them available for new use.
This is an interesting idea, bringing clothing recycling into the sale of clothes. It will apparently be available in all 48 markets worldwide. It also seems a little odd - as the article points out, H&M's business is built around disposable clothing. Nevertheless, it is a big gesture.
The business model of H&M's partner, I:CO is especially interesting. They have a pretty cool I:Counter, which is a box that enables clothes to be weighed as it is loaded, issuing vouchers for use purchasing goods in the store. When it's full, the box becomes a shipping box and is sent for recycling.
Collector I:CO: http://www.ico-spirit.com/us/Home-1.html
Via Adam Johnson