PROJECT
H&M Looop
Reimagining sustainable fashion through integrated physical and digital experiences
The world's first garment-to-garment recycling system takes centre stage at H&M's Stockholm flagship
![](https://universaldesignstudio.com/uploads/images/_portrait424/HM-Looop_Resized7.jpg)
![](https://universaldesignstudio.com/uploads/images/_auto424/HM-Looop_Resized2.jpg)
Our approach was to echo a creative fashion atelier, celebrating the craft and process at the core of this new technology, rather than the end product.
![](https://universaldesignstudio.com/uploads/images/_auto424/HM-Looop_Resized3.jpg)
![](https://universaldesignstudio.com/uploads/images/_auto424/HM-Looop_Resized1.jpg)