Why H&M and Puma Want to Pick Apart Your Old Clothes
By Jessica Shankleman
Clothing giants H&M and Puma are hoping to prove the value of a new recycling technology that can separate individual fibres and dyes from old clothes.
The new partnership announced today will see Puma owner Kering and H&M use a technology developed by East London start-up Worn Again that aims to reduce the millions of tonnes of cotton and polyesters produced each year.
The process uses chemicals to dissolve and separate polyester and cotton from old clothes and textiles. Puma and H&M hope to then use these extracted fibres to create new clothes.