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H&M is running a series of print ads in British newspapers to promote its "Conscious" line of eco-friendly clothing, and to tout a clothing-collection service that rewards shoppers with a £5 discount voucher for each bag of used clothes they drop off at a branch of H&M. "We want to inspire people to make a difference and engage with our customers to do things that are more sustainable," says Linda Maggs, H&M's sustainability manager.

H&M, the second-largest clothing retailer in the world, is working with German textile recycler SOEX Group on a system where previously used fibers would make up the majority of the material they use in clothing manufacturing. H&M's head of sustainability, Anna Gedda, says the company has collected 34,000 pounds of waste since the program began.

H&M has just closed the loop on itself. The Swedish apparel chain, which in February 2013 became the first retailer to launch a global textile take-back program, is set to debut its inaugural collection of products made from those same recycled fibers.

Recycling clothes is hard, thanks to mixed materials used to make them and the poor quality of recycled cotton. That's why fast fashion retailer H&M is now offering an annual $1 million prize for winners who can come up with better ways to recycle what we wear.

Worn Again has developed a first-of-its-kind textile-to-textile chemical recycling technology . the aim is for this unique process to enable the 'recaptured' polyester and cellulose from cotton to be spun into new fabric, creating a circular resource model for textiles. H&M and Kering's PUMA brand will monitor the testing.

H&M, one of the most eco-conscious fashion stores out there, has been battling against just that since 2013, and is hoping to enlist the help if its customers with a powerful new video. Entitled Bring it on, a short film shows what happens to the garments you recycle, from being turned into new fabrics for new clothes to being used as cleaning clothes. In doing this, it hopes to collect 25,000 tonnes of unwanted clothes per year by 2020. 

H&M's "Bring It On" campaign encourages customers to recycle unwanted clothing at local stores, with Londoners getting a gift voucher worth about $6.25 in exchange. The company aims to collect more than 27,500 tons of used clothing and donate the funds from the garments toward textile recycling and human rights organizations.

H&M's sustainable fashion collection, Conscious Exclusive, hits stores this week. The eco-fashion line is the brainchild of the Swedish retailer and eco-design think tank EVER Manifesto, whose founders, Elizabeth von Guttman and Alexia Niedzielski, model the collection alongside supermodel Amber Valletta. 

H&M's new Conscious Exclusive collection showcases clothing made of sustainable materials such as hemp, organic linen and organic leather.