H&M is aiming to close the loop on fashion by giving customers an easy solution for unwanted garments to be reused or recycled through H&M’s Garment Collecting initiative. By doing so, less garments will sit in landfills.

A brand new film directed by Chrystal Moselle will kick-off the next Garment Collecting campaign, “Bring It”, which will debut globally on January 26th at hm.com.

The “Bring It” film explores the journey that unwanted garments go on after they have been collected in store. Through inspiring stories, the film illustrates how the lifespan of a garment can be increased to keep it in the loop for as long as possible.

H&M first launched its worldwide Garment Collecting initiative in 2013 and since then, the Swedish multinational clothing-retail company has collected over 40,000 tons of clothing. Today, customers can bring any unwanted garments and textiles, from any brand and in any condition, to any H&M store, all year round and receive a discount on their purchase. The goal is to increase the amount of garments collected, every year, so that H&M reaches a total collected volume of 25,000 tons per year by 2020. In Canada this year alone, H&M has set a goal to collect 550,000 lbs of unwanted textiles and garments. 

Beginning January 25th through February 11th, bring any unwanted garments to any H&M in Canada and receive $10 off your next purchase

Check out the campaign film above.