Do you ever find yourself fighting a losing battle to close your wardrobe? Or perhaps questioning your sanity at some of your clothing purchases, where you felt adamant that you could pull off neon yellow?

It’s easy to just throw out those unwanted items but of all the fabric that is sent to rubbish tips, as much as 95% of these textiles could be found another use.

H&M, the Swedish high street favourite, has come up with the perfect solution in their new initiative. The chain store has announced this year that they’re making an effort to reduce the amount of textiles finding their way into landfills.

Long Live Fashion’ is asking shoppers to take unwanted items into their nearest H&M and with help from I:CO, they’ll do the rest for you.

For each bag of unwanted clothes you take into any UK store, you’ll get a £5 voucher to redeem on your next shop of £30 or more. Also, the items donated don’t have to be from H&M, giving you the chance to have a proper spring clean.

After bringing your bag of items in, one of four things will happen to your donations.

Firstly, if any clothing is in a good enough condition in which it can be worn again, it will be sold on as second hand goods.

With regards to the clothes that have seen better days and can’t be resold, they are then converted into other items such as cleaning cloths. If the textiles aren’t suitable to be reused, then the next option is to recycle the fabric for alternative purposes.

Lastly, if all other options aren’t applicable, the clothing and textiles can be used to produce energy. See? That polka-dot poncho does have a place in the world after all!

If you’re questioning where the cash raised from donations goes, the money is distributed between rewarding customers for the produce they bring in, donated to local charities or is invested in recycling innovation.

You must be wondering now how H&M benefits from all of this. The incredible answer is simple – they don’t (apart from some decent PR!). So, now you don’t have to worry about where your unwanted clothes are going and you can give items guilt-free, whilst playing your part in reducing the amount of waste that ends up in landfills.

Dig deep and do your bit!

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