H&M enlists Lyft for convenient fashion recycling


H&M has partnered with ride-hailing service Lyft to make it more convenient for New Yorkers to donate unwanted clothing through its Garment Collecting program. From January 22-27, the first 5,000 customers to order a Lyft using a special discount code, HMRECYCLES, will be able to grab a free ride to their nearest H&M store.

“H&M is thrilled to partner with Lyft in a joint effort to give garments a second life through H&M’s Garment Collecting program,” said Martino Pessina, president of H&M North America. “Sustainability is a part of everything we do, and we are excited this initiative will allow more New Yorkers to both learn about and get involved in the program.”

The partnership will enable both brands further drive their respective sustainability goals.

In 2018, Lyft committed to full carbon neutrality and 100% renewable energy by offsetting the carbon emission from all its rides – meaning every ride in NYC is now carbon-neutral. The service has also partnered with cities and public transit agencies across the US to launch bike and scooter schemes.

H&M, on the other hand, has been developing tools and services that aim to help the fashion industry – and its consumers – be more accountable for their actions. The Garment Collection program, which launched in 2013, has so far collected over 163m pounds of textiles globally. In order to incentivize consumers to come into their stores and donate clothing, it offers a 15% discount for future purchases.

Last year, TheCurrent Daily spoke to Anna Gedda, head of sustainability at the H&M Group, on the Innovators podcast about the company’s ambitious goals to become 100% circular by 2030.

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