One Game Thing: Recycling Clothes Virtually and IRL

Photo: H&M via Vogue

The retailer H&M, which has long given a discount to shoppers who bring in old clothes to recycle, is taking its “game” to a whole new level.  They’re partnering with Game of Thrones’ star Maisie Jones to promote their sustainability programs both online and in real life.  Jones now has an avatar, and both of them wear a recycled purple scarf to promote the cause.  Plus, she will appear on H&M’s newly launched Looop Island in Nintendo’s wildly popular video game Animal Crossing: New Horizons.  And here’s the twist — players are able to recycle their game outfits into new ones using an online version of Looop, the name of the H&M clothing recycling program. Jones says of the game, “I’m obsessed with it.  I discovered last year that it was a great place to buy virtual clothes and get dressed up sustainably,” and using the game to promote clothing recycling is a “win-win” she told Vogue Magazine.

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