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As sustainable, environmentally-responsible practices become an increasingly important issue in the fashion world, H&M launches a new collection crafted from recycled clothing dubbed “Close The Loop.” Proclaiming “There’s only one rule in fashion: recycle your clothes,” the line consists of clothing manufactured from 20% recycled fabric (although the mega-retailer promises that in the future this will be 100%), which is recovered from garments dropped off at collection boxes in your nearest H&M store.

Depending on their condition, garments will either be distributed as second-hand goods to be worn again, deconstructed for use in other products or recycled to form new fabrics.

Watch the campaign’s video above and check out the Fall/Winter 2015 lookbook from H&M’s fashion-forward sub-line COS while you’re at it.

Words by Alec Leach
Digital Fashion Editor

Alec Leach grew up in Brighton, England, but now lives in Berlin, where he leads Highsnobiety's digital fashion content.

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