What is the name of H&M's garment collection recycling program launched in 2013?

H&M’s garment collection recycling program launched in 2013 was called Garment Collecting.

The initiative began in February 2013, when customers could bring unwanted clothing to H&M stores. H&M described it as a global collection program for garments from any brand and in any condition, with the aim of keeping textiles out of landfill and directing them toward reuse or recycling.

The program used incentives such as vouchers for participating customers. Collected items could be sorted for different outcomes: wearable clothing might be reused, while damaged textiles could be recycled or repurposed depending on their condition and available processing systems.

“Recycle Your Clothes” is a phrase H&M has used in campaigns and public messaging, which makes it an understandable distractor. However, the named initiative is Garment Collecting. It is also separate from Looop, a later garment-to-garment recycling system introduced as part of H&M’s broader circular-fashion efforts.