H&M has been advertising a program in which the buyer donates their old clothing to their local H&M for recycling in exchange for 15% off of their next purchase. Sounds pretty awesome, right? Is it, though?
No? Maybe. Kind of.
I’d advise a healthy dose of suspicion toward fast fashion companies in general, but especially when they suddenly advertise their image in a way that is contrary to their entire system of functioning. Being “sustainable” and having a new display of clothing every week is just not compatible. It is important to ask what H&M’s motive is and even to question our own motive in participating.
This fast fashion company has gotten in trouble in the past for the mass shredding of never before sold or worn clothing. The recycling program, which has been going on for a couple of years, if my memory serves me correctly, is part of an attempt to shine up the store’s sullied image. Trying to clean their image is not a problem necessarily, but it is not entirely genuine.
The 15% off coupon is a huge incentive for most people, considering H&M’s already low prices. If a person drops off one bag of clothing and leaves with three new bags, has anything good truly been accomplished? It seems like one step forward and two steps back. It has the potential to create more waste than it eliminates.
It is also important to consider that clothing recycling is not magic. The act of shipping the clothing around and breaking it down for re-use is also a use of resources. A good use of them, but maybe your clothing could have a second life on a friend or in a re-sale shop before needing to reach its final demise. It is a fairly new practice that is rigorous and in need of more research for efficiency.
Recycling is always better than throwing away, but it is not better than not creating or consuming excess in the first place.
The final decision and conclusion is in your hands. Mostly, I urge you to never stop thinking critically.