Retailer Aims to Collect 1000t of Waste Clothing in World Recycle Week : VIDEO: UK Rapper M.I.A. Leads Video Supporting H&M Clothing Recycling Scheme
UK rapper, M.I.A. has released a music video supporting International fashion retailer, H&M’s aiming of collecting 1000 tonnes of waste textiles and clothing from customers worldwide in its more than 3600 stores.
H&M explained that the initiative is part of its goal to close the loop in fashion, recycling unwanted garments to create recycled textile fibres for new products. The company launched its Garment Collecting initiative back 2013.
To raise awareness M.I.A. has written the track ‘Rewear it’ exclusively for H&M and the World Recycle Week campaign. The retailer said that it worked closely with choreographer Aaron Sillis to interpret M.I.A.’s music and lyrics into dance moves for the campaign’s video.
According to H&M, the result of the collaboration is a video featuring M.I.A. together with an eclectic cast of “interesting influencers” and inspirational people from across the world.
The cast range from music artists, dance artists, comedians and people with a passion for environmental and social sustainability issues, all with a strong personal style and attitude.
H&M said that the video brings the cast together in a dance to highlight the importance of garment collecting and recycling.
The company added that the project is one of the most extensive environmental projects that it has undertaken.
“World Recycle Week is about embracing important environmental issues such as the landfills, and highlighting a global movement,” commented M.I.A.
The video can be viewed below.
https://www.youtube.com/watch?v=2nkCU_AGbfA]
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