Gamers recycle virtual outfits

As it has done in everyday life, recycling is now breaking new ground in the world of gaming.

Clothing giant H&M – in partnership with its new global brand ambassador Maisie Williams – is offering gamers a chance to recycle their virtual outfits and create new ones using the “Looop”, the Swedish company’s recycling system, which until now was only available to the customers of its Stockholm store.

There is no holding back progress. If it has not already occurred to you that it might be a good idea to recycle your old clothes, you may well be doubly behind the times now that fashion brands are moving ahead with ever more innovative initiatives.

A case in point is the Swedish retailer H&M, which has reached out to the world of video gaming to raise awareness of the need for more responsible fashion. The first step in this new programme will be to offer players of Animal Crossing: New Horizons a chance to recycle outfits worn by their avatars in the game’s virtual world.

The fashion giant yesterday launched “H&M Looop Island”, a new space in the renowned video game, which has conquered fanatics worldwide.

The name is a reference to the real-world Looop recycling system that

H&M launched in its Stockholm store last October, which enables customers to transform their old T-Shirts into brand new ones. Players from around the world will now have a chance to learn more about recycling and circular fashion. –