"H&M, one of the biggest driving factors in fast fashion and cheap clothing does the absolute bare minimum to look good and placate the masses." There, I fixed the title for you.

I saw the longer video - this is a tiny experimental project that still involves massive amounts of manual labour because it lacks dedicated machines for many steps of the process, and even with ideal conditions, it can't produce textiles of fully equal quality to new cotton. I certainly would not take the idea of H&M trying to solve the problem of textile waste to any noteworthy degree seriously (that's like those oil companies pretending to fix climate change with their idiotic carbon capture projects), but it still is a good thing to research and hopefully develop some concepts for proper automation to make textile recycling economically viable. though in reality, like with almost all recycling, it is going to turn out to be downcycling into products that have lower requirements for material quality. so H&M calling the machine or the project a "loop" is ridiculous, nobody with any basic knowledge of recycling thinks that you can remanufacture textiles in a fully circular way.

They aren’t even recycling 1% of all the clothes they make.

Create the problem and sell the solution

Inventing fast fashion and green washing since 2000

Or you know.. just quit the whole fast fashion thing.

Reused fibres are shorter, shorter fibers make for less qualitativ fabric. Because longer fibres can be woven tighter and with a smother finish, the fabric will be longer lasting.

50,000 years for just one week’s worth of clothing from the textile market. There’s no way we can solve this issue if fast fashion brands continue to create clothing of low quality that is discarded every year because it’s out of fashion. What if these companies were to take back last year’s clothing and refashion and overdue it to create some to big new? Would that help?

In Denmark they usually just throw out of season clothes in the trash

Marketing stun lmao

I buy fast fashion but then I wear it for decades.

Good job sir

Great idea

Greenwashing as f

Try to stop waterfall by standing in there with stove that can evaporate the water like when boiling it for tea and make statments it'll help

I thought that was a snake

Amazing work. Thank you for the update, Insider..!!

How to make someone throw up number 1😂

Anyone knows abt a longer video of this

This might be a great approach for the mess that was created in Chile!

Pointless. Just buy less clothes. It’s not the fault of corporations. It’s the fault of the people buying first hand clothes. Vinted exists.

Yes yes please do this ! Or teach me il do it with just what i got 😢 No seriouely over having whole wardrobe thst falls apart i thrown so much its so evil

How much does the loop cost?

Eu com uma máquina dessa resolveria um grande descarte de roupas que vão pro lixo diariamente, poderia ter uma dessa em cada cidade ou estado.

We love this, and we want more of this!

📈

So you’ll be wearing murder clothes that didn’t make it to evidence🤦🏾‍♂️

You cant mix certain fibers- tensile strength must be very close etcetera-- maybe tou could make paper?? Insulation?? House wrap??

Now that’s Environmental protection!

Well if women would stop spending 90% of their income on clothes they might wear twice there probably wouldn't be so much fabric rotting in landfills, hmm 🤨

H&m makes the worst quality clothing ever pure garbage clothes dont even last 1 time wearing