# Recycled Clothing Campaigns H&M's 'Comeback Clothes' Cleans Up Closets and Landfills By Laura McQuarrie | Published 2015-10-22 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/comeback-clothes References: [forbes](http://www.forbes.com/sites/davidhessekiel/2014/12/08/the-top-5-cause-marketing-trends-of-2014/2/) & [dosomething.org](https://www.dosomething.org/campaigns/comeback-clothes) With the help of Olivia Wilde and DoSomething.org, fashion retailer H&M launched a cause marketing campaign called 'Comeback Clothes.' While many retailers are solely fixated on selling clothing, this campaign considers garments past their end-use. At H&M stores, [clothing donation bins](https://www.trendhunter.com/trends/heart-of-lifewear) were set up, so that customers could bring in clothing of all brands and all conditions. As a bonus for participating, people could snap a photo of themselves making a donation and send it to DoSomething.org in order to be entered in a $10,000 scholarship draw and win 15% off of their next clothing purchase. As well as helping consumers clean up their closets, the initiative helps to prevent recyclable fabric out of landfills. The stunt was also a great cause marketing campaign for H&M, especially to support the [H&M Conscious collection](https://www.trendhunter.com/trends/regeneration-nation). ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 24% | Activity: 76% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Clothing Reuse Campaigns:** Major clothing brands initiate campaigns aimed at clothing reuse and recycling to address the fast fashion industry's environmental impacts. - **Donation-based Marketing Strategies:** Retail companies explore marketing techniques that incorporate sustainable practices, like creating donation programs. - **Sustainable Retailing:** Fashion retailers prioritize sustainable practices, including clothing recycling, to meet consumers' growing environmental awareness. ### Industries Being Reshaped - **Fashion Retailing:** Fashion retailers lead the way in recycling and reuse of clothes through innovative campaigns and sustainable practices. - **Cause Marketing:** Cause marketing increases brand awareness while promoting environmental and social causes, as demonstrated by H&M's 'Comeback Clothes' campaign. - **Environmental and Social Advocacy Groups:** Environmental and social advocacy groups, like DoSomething.org, collaborate with businesses to promote sustainable practices and responsible consumerism. ## Related on Trend Hunter - [Social Good Clothing Campaigns](https://www.trendhunter.com/trends/zigzag-and-the-salvation-army.md) - [Retail Overconsumption Campaigns](https://www.trendhunter.com/trends/coachtopia-1.md) - [Circular Fashion-Enabling Partnerships](https://www.trendhunter.com/trends/coach-and-poshmark.md) - [Charitable Influencer-Targeting Campaigns](https://www.trendhunter.com/trends/thrift-it-back.md) - [Recycling-Focused Store Concepts](https://www.trendhunter.com/trends/cos-2.md) - [Upcycled Limited Collection Campaigns](https://www.trendhunter.com/trends/seen-heard-worn-before.md) - [Rewarding Recycling Initiatives](https://www.trendhunter.com/trends/patagonia-2.md) - [Textile Recycling Partnerships](https://www.trendhunter.com/trends/dunelm-and-the-salvation-army.md) - [Conscious Consumerism Apparel](https://www.trendhunter.com/trends/or-collective-and-h-project.md)