H&M proves doing good is always in style.

The fast-fashion mega chain will launch its global Bring It campaign on Thursday. The recycling drive supports the company’s garment collecting initiative, which launched in 2013. Since then, they’ve collected more than 40,000 tons of clothing.

Through Bring It, customers can drop off unwanted clothing items—from any label—for reuse or recycling. The campaign will launch with a film on the retailer’s website, which depicts the clothing’s journey after it gets dropped off. For some clothes, that means another life in H&M’s Close the Loop collections. The next recycled collection will feature two denim styles.

Read more at Sourcing Journal.

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