H&M’s garment-to-garment recycling system is called Looop.
Looop is an in-store recycling system designed to turn unwanted garments into new fashion items. H&M presented it as a visible demonstration of textile circularity, allowing customers to see how old clothing can be processed rather than treated simply as waste.
The system opened to the public at H&M’s Drottninggatan store in Stockholm on 12 October 2020. In broad terms, the process prepares used textiles, breaks them down into fibres, creates new yarn and uses that material to make another garment. The exact outcome depends on the fibres and condition of the input clothing.
Looop is different from H&M’s garment-collection programme. The collection boxes accept textiles from any brand and route them for sorting, reuse or recycling, whereas Looop specifically refers to the in-store garment-to-garment recycling technology. The similar-sounding “Looper Textile Co.” is a separate H&M Group venture established in 2023.