H&M Looop
H&M
Issue 58 | March 2021
Agency
AKQA
Creative Team
Executive Creative Director Johnny Budden Associate Creative Director Laura Hunter Senior Creative Axel Nygårds Copywriter Laura Hunter
Production Team
Production Partners Universal Architecture & Interior Design, Ku¨hl & Han
Other Credits
General Manager AKQA David Wedebrant Strategic Client Lead AKQA Talya Pulver-Lndqvist Client Head of Customer Experience H&M Lifestyle Camilla Henriksson Managing Director H&M Lifestyle Anders Sjöblom Head of Sustainability H&M Pascal Brun
Date
October 2020
Background
84% of clothing ends up as landfill or in the incinerator. H&M are committed to changing the way their customers see old clothing. Not as waste but as a resource.
Idea
Visitors to H&M in Central Stockholm were given a world-first opportunity to turn pre-loved clothing into a new garment, without the use of water or chemicals.
Housed in a stunning glass box, customers could watch Looop (H&M’s garment-togarment machine) turn old socks into new tops, old made new.
An installation within the store drove shoppers up to see the machine in action.
Eight giant screens displayed the process from end-to-end, animating as a visitor passed by.
A website (letsremake.hm.com) brought this revolutionary recycling system and its story to a global audience.
Our Thoughts
The fashion industry is responsible for 10% of the planet’s CO2 emissions and is the second-largest consumer of water. Only for its products to end up in the sump.
How inspiring, then, to see Jane Goodall among those who have re:made old garments. Along with David Attenborough she brings a gentle authority to the warnings about our unsustainable planet.
At the moment, this clever piece of technology is a one-off in Stockholm but sooner rather than later, I hope, taking your old sweatshirt to H&M will be as normal as going to the bottle-bank.