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business Retail sustainability

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.

How are you thinking about sustainability? We’re all about finding you the perfect partners for your sustainability strategy. TheCurrent Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.


Categories
product technology

Levi’s updates its Google smart jacket with Uber, Lyft and Bose features

Google x Levi's Project Jacquard
Google x Levi’s Project Jacquard

Levi’s has announced its first update on its Project Jacquard smart jacket developed in collaboration with Google, including the ability to work with ride-sharing services Uber and Lyft, and Bose headphones.

Although at this point users won’t be able to order a car through the jacket, once connected to the Uber or Lyft apps, it will notify them that their ride is three minutes away and do so again once it arrives via its cuff, which will light up and vibrate. Brushing the cuff will also enable real-time updates on the car’s whereabouts via connected headphones.

Google x Levi's Project Jacquard
Google x Levi’s Project Jacquard

The jacket now also supports Bose’s Aware Mode, which picks up any surrounding sounds and sends them to the user’s headphones. This enables users who are listening to music while on the go to still enjoy noise reduction, but be able to hear any important things happening around them – in a cyclist’s or pedestrian’s case, this could mean a horn or a fast-approaching vehicle. Bose users will also be able to turn their headphones on or off via hand gesture.

Another new jacket feature enables users to drop a pin on the map to save a location and then see and share that from the app’s activity screen.

At a conference in California in October 2017, Levi’s CEO Chip Bergh hinted at upcoming innovations by stating that if there is a feature that doesn’t require a screen, it is possible that it could be incorporated into the commuter jacket’s 2.0 version. By approaching it with that mindset, the company can potentially investigate the future of smart clothing beyond cyclists, which was its initial target audience with the Google partnership.