H&M and M.I.A. want you to recycle your clothes

Last week H&M kicked off a project titled World Recycle Week to collect 1,000 tons of used clothing at H&M stores worldwide, with the aim of keeping them out of landfills and recycle them. Collaborating with British/Sri Lankan lyricist and performer M.I.A. to compose a bespoke song titled ‘Rewear It’ along with an accompanied music video produced exclusively for the campaign. It’s a great cause, oddly spearheaded by a fashion retail brand that banks on its customers coming back to buy new clothes each time. When brands attempt to ‘stand for something’ it usually translates to increased brand equity amongst their younger millennial target audience.