(Oslo, August 30th, 2018) – H&M announces two sustainable news: The launch of a new concept – H&M Take Care – consisting of products, guidance and services that will help customers refresh, repair and remake garments, shoes and accessories. In relation to this, H&M will invest in the Norwegian start-up company Repairable, which will be a part of the Take Care concept, and repair clothing and shoes. The news will be launched September 26th with a pop-up store in H&M Bogstadveien.
Repairable unites the digital everyday life with solid craftmanship. The idea came about when entrepreneur Ingvill Kerob realized there just wasn’t enough hours of the day to patch her children’s worn out clothes. She would also like her children to know the value of taking care of clothes and shoes.
"Repairable is a new digital service that will make it easier to repair clothing and shoes. We are working with skilled tailors and shoemakers to help people take care of what they have. In this way, everyone can contribute to sustainable fashion, as well as local workplaces. To be able to offer our services at H&M is a milestone, as they’re one of the world’s largest fashion companies. You can drop off all kinds of clothing and shoes in the store – not just H&M products", says Kerob.
Repairable has predefined prices on everything from repairing holes, changing zippers or hemming trousers (shortening the length). Their vision is that repairing your clothes will be a matter of course.
New sustainable business models
Norway is the third market in the world launching H&M Take Care, after Germany and France. Luisa Book, Sustainability Manager at H&M Norway, points out that Norwegians are conscious. She also explains that innovation is crucial for a more sustainable fashion future.
"We know that Norwegians are environmentally conscious consumers and are therefore thrilled to launch this concept locally. Just like our customers, we love fashion, and as a complement to our garment collecting, we’re launching H&M Take Care to encourage and inspire them to extend the life of their fashion favorites. This is a great example of how we change our business model for a more sustainable future. We are particularly proud of the fact that we support and invest in sustainable, Norwegian innovation", says Book.
Laundry bags that collect micro plastics and wipes to make sneakers clean again
The H&M Take Care concept is divided into three categories:
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