Looop opens to the public in one of our Drottninggatan stores in Stockholm on October 12. This is the first time this garment-to-garment recycling system is shown in-store by a fashion retailer and H&M is proud to soon offer customers the opportunity to watch this container-sized machine recycle their old textiles into something new. This is part of a bigger plan - our ambition is to become fully circular and climate positive and we are working with many exciting projects to reach this goal. We must innovate materials and processes while inspiring customers to keep their garments in use for as long as possible. LLooop uses a technique that dissembles and assembles old garments into new ones. The garments are cleaned, shredded into fibres and spun into new yarn which is then knitted into new fashion finds. Some sustainably sourced virgin materials need to be added during the process, and we of course work to make this share as small as possible.