Product Range Distribution: Campaigns and Initiatives

H&M
https://about.hm.com/en/sustainability/get-involved/recycle-your-clothes.html
H&M are committed to sustainability and reflect that in their campaigns and initiatives. One of their recently launched initiatives is a garment collecting service, where you can drop off used garments, in whatever state they are in and H&M will collect these and reinvent them.

Since we launched our garment collecting initiative in 2013, we have gathered more than 55,000 tonnes of garments to give them a new life – that’s more fabric than in 270 million t-shirts.

Rewear – clothing that can be worn again will be sold as second hand clothes.
Reuse – old clothes and textiles will be turned into other products, such as cleaning cloths.
Recycle – everything else is turned into textile fibres, and used for things like insulation.

Currently, one single garment can contain up to 20% recycled fibres (recycled cotton or recycled wool from collected garments) without any loss of quality or durability.

Follow the Thread

Follow the thread is a campaign set up to ask brands to be transparent about how their clothes are made and manufactured, under what conditions and in what factories. This could help highlight working conditions and potentially improve awareness and conditions for workers. The petitions the campaign set up was signed by over 70k people and the signatures delivered to major brands in golden wrapped gift boxes - this is an interesting idea to play on. 

This ad campaign for a clothing drive in Brazil, created by BZZ Propaganda manipulates clothing into images of food. Cleverly using the slogan 'don't let your used clothes turn into food for moths' the campaign aims for people to donate clothing to the homeless and at the same time counteract clothing waste.

Using clothes and creating other images out of them subliminally reinforces the idea of recycling and repurposing clothes into something useful and desirable. The simplicity of the ad design otherwise lets the sculptures speak for themselves and they are bright and eye-catching. Using these manipulation techniques is effective in advertising campaigns as they stay with the viewer and make them think about it for a time after.