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Fast fashion chain H&M wants to turn discarded clothes into something new to wear again — within five hours.
The Sweden-based retailer is about to start giving consumers at its Stockholm store the option to turn in used garments that it will then transform into one of three different clothing items.
Once the program begins Monday, customers will be able to bring in a garment they don’t want, which will be cleaned and put into a machine called Looop. The machine will disassemble it, shredding it into fibers that are then used to create new clothing.