H&M’s The "Looop", Allbirds' Sustainability Line, & Was Recycling a Lie?

Oct 23, 2020
Aimee Thompson



Photo credit: Fernand De Canne


H&M stepped their sustainability game up a notch with the launch of their new garment recycling system, a machine called “Looop” in one of their Drottninggatan locations in Stockholm, Sweden. Customers can bring in old garments and watch the entire process as Looop transforms them into something completely new.


Our 3 Key Takeaways:

1. You can watch your old clothes be transformed into new ones.
2. No water or chemicals are used in the entire process.
3. It only costs $11-$17 USD to have an old garment made into a new one!


It’s exciting to learn about innovative efforts, like this. We love that 0 water and chemicals are used, and that customers can watch the entire transformation process. It also caught our attention that by 2030, H&M aims for all materials used to be recycled or sustainably sourced.




Photo credit: Zac Gudakov

Allbirds, known for the eco-friendly shoes, launched a sustainable clothing line this week! Their line includes a T-shirt, pullover, cardigan, and a puffer.


Our 3 Key Takeaways:

1. Their T-shirts are made from crab shells! While we’re not sure the world’s in need of another sustainable T-Shirt, we're always excited to see new material innovation so we can't wait to try Trino!
2. We like the simplicity of the capsule collection and their minimalistic design, and can easily see these becoming staples in our own closets!
3. The price point is very reasonable ranging from $48 for their Women’s tee to $250 for their puffer. 


We know in the face of Fast Fashion, it can be tough to choose the slow, sustainable route, so we applaud Allbirds for sticking true to their commitment to eco-friendly design.




Photo credit: Nick Fewings


The CBC details insights shared via The Passion Projects documentary, Plastic Wars. The documentary explains how the plastic industry used “recycling” as a means of greenwashing their products in order to sell MORE plastic.


Our 3 Key Takeaways:

1.In the last 7 decades, only 10% of plastics we’ve used were recycled.
2.The plastic industry adopted the recycling logo as a strategy to sell more plastic.
3. Much of the US plastic waste was sent to be “recycled” overseas (to China and SouthEast Asia), which has had a harmful impact on both the environment and public health.


Articles like these remind us why ethics and sustainability are so important to us. Just because we may not see the direct impact of waste, doesn’t mean it isn’t being felt or seen by others. It’s also important to note that greenwashing has been in effect for DECADES as a tool to encourage hyper-consumerism and continue, not decrease environmental harm. 

It’s encouraging to see brand’s, like H&M, making efforts to be more sustainable. We hope soon sustainable and ethical practices by ALL forms of manufacturers and brands will be the standard, not the exception. The Passion Project’s findings are a reminder to us that this is an uphill battle and beyond doing our part to be eco-friendly consumers, we can also use our voices to call-out harmful practices by major brands and even advocate that our government step up and take the global waste crisis seriously. On top of it all, we cannot wait to try out Allbirds new line!


Aimee Thompson

Aimee’s a writer by day, gamer by night & ice cream connoisseur 24/7. During Shelter in Place, she’s mastered the Jedi Mind Trick and plans to use this to get early access to Fable 4.

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