AKQA & Universal: H&M Looop

84% of clothing ends up as landfill or in the incinerator. It’s time to change the way we see our old and worn-out clothes. Not as waste, but as a resource.

The solution? Give H&M customers the opportunity to recycle old clothing into something new, with Looop, the world’s first in-store garment-to-garment recycling system.

Housed in a stunning glass box at an H&M store in central Stockholm, visitors select one of eight new ready-to-wear designs, configured through the app, and watch as unwanted garments are fed into the Looop to get cleaned, shredded and spun into yarn without the use of water or chemicals.

Opposite the machine, eight giant screens display the end-to-end process behind it. Each depicts an individual step as a beautifully animated loop, which comes to life as customers walk by. ASMR sound enriches each film to heighten the sensory experience, and an accompanying website brings this revolutionary recycling system and its story to a global audience.