H&M launches ‘pre-loved’ in London to boost industry’s circularity efforts

Swedish fashion retailer H&M (Hennes & Mauritz) is introducing 'pre-loved', a new concept offering second-hand garments from a range of brands and designers not limited to H&M Group to its customers in its bid to support a more circular fashion industry.

Shemona Safaya September 13 2023

H&M explains that 'pre-loved' includes a curated range of second-hand garments and a selection of accessories, including unique pieces, that will allow customers to experiment in a different manner with their own personal style alongside the regular H&M collections.

The pre-loved assortment will consist of unique pieces in great condition, hand-picked based on key trends for the current season. 

H&M shares that in the FW23 collection customers will, among other things, find trendy knits, classic trench coats, denim, metallic dresses and shirts, and everything leather.

The collection will be released as part of H&M's women's assortment at the Regent Street flagship and will be located on the first floor.

Henrik Nordvall, country manager UK & IE at H&M, says: "We are delighted to launch pre-loved in the UK, giving our customers the possibility to explore unique styles. The opportunity to give a second life to garments brings real value to our customers and enables them to explore different ways of engaging in a circular fashion industry. Introducing this concept in our London flagship store, alongside our rental offering, invites our customers to enjoy, play and experiment with fashion, finding new ways for them to express their personal style through rental, pre-loved and our wonderful H&M collections."

In addition to this, the fashion retailer highlights that 'pre-loved' will offer new garments daily.

Last week, US employees of H&M chose to support the work of the non-profit organisation Slow Factory as part of the fashion brand's new “employee activism fund."

Slow Factory has also invited H&M to join its Fund for Systemic Change, which aims to raise a total of $100m to support new infrastructure and technologies to address climate change and support human rights.

Furthering its efforts towards circularity, H&M Group brand, COS announced the continuation of its collaboration with supply chain management expert Bleckmann to advance its Restore programme.

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