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H&M and Looop

H&M’s ‘looop machine’ was created to showcase their efforts towards textile circularity. However, on closer inspection, it is a greenwashing gimmick.

The machine cannot handle synthetic polyester blended garments, which make up the majority of H&M and other fast fashion brands’ collections. It is estimated that it would take about 50,000 years for this machine to deal with 1 week’s worth of clothing (approx 6 million garments put on market). Magic machines like this mislead us into thinking this will solve the issue of fast fashion.


Fast fashion greenwashing