Case Study: H&M turns old clothing into new garments with AKQA’s Looop recycling system

H&M launches garment-to-garment recycling with AKQA, booking out for months and reaching 15 million social users

The fashion retailer H&M faced the challenge that 84% of clothing ends up in landfills or incinerators and sought to change how customers view old garments. Partnering with vendor AKQA, H&M introduced Looop, the world's first in-store garment-to-garment recycling system.

AKQA created a striking in-store installation in Stockholm to house the Looop machine, which transforms old clothing into new garments without water or chemicals. The solution generated significant global awareness, with over 500 articles in 55 markets and a social media reach exceeding 15 million. The project booked out months in advance and went on to win major awards, including a Cannes Lions Grand Prix, helping H&M start a fashion revolution and plan to expand the technology to other markets.

H&M