Fashion trends in changing from time to time. In these changes, a lot of times we see old designs getting back in the trend but what leading fashion brand H&M is doing is something very new for the market. The company is using technology to recycle old clothes into new ones in front of the customers.

For this, H&M has installed a machine called Looop in its store in Drottninggatan where customers are invited to bring a garment they’re planning to discard— such as an old T-shirt or cotton dress. After this, these clothes are broken down, rewoven into a sweater, scarf, or baby blanket through the glass walls of the machine. The complete transformation process takes around 5 hours and the customer can pay $15 for the finished item.

This is both sustainable and the right use of Technology bringing new ways to attract customers. Also, doing this presence of customers will motivate them to bring more old clothes.

For those who don’t know, Looop technology has been developed by the Hong Kong Research Institute of Textiles and Apparel and Novetex Textiles (HKRITA). The best part about is that the machine doesn’t use any chemicals. As of now, Looop is the only in-store recycling machine, but HKRITA will license the technology to help the entire industry become more circular.

You can know more about this, by checking Looop’s Twitter account.

Also Read: How Arvind Ltd Is Creating Sustainable Fashion For A Better Tomorrow