Camilla Henriksson, global head of customer experience at H&M Lifestyle Brands, said: “I am beyond happy and proud for this recognition with H&M Looop. 

“The machine shows customers that old textiles have a value and should never go to waste. This new innovation with an instore recycling system shows how recycling works, without using water or chemicals, and getting customers on board is key to achieve real change and transform our industry for the future.

The installation with H&M Looop is the result of partnerships with HKRITA, H&M Foundation, AKQA and Universal, and “shows that when joining forces in a true partnership we can create wonderful things together”, added Henriksson.