Musical sharpshooter and environmental activist M.I.A. is releasing a new song and video today to raise awareness for World Recycle Week (happening April 18-24) and H&M’s Garment Collecting Initiative.
In “Rewear It,” launching today on hm.com, M.I.A. chants, “Regenerate the nation” while dancing on rooftops, beaches, landfills and city streets, along with a chorus of stylish musicians, dancers, artists, comedians and environmentalists. M.I.A.—whose eagerly awaited fifth album, Matahdatah, is due soon—wrote the song exclusively for the campaign, and H&M worked with choreographer Aaron Sillis to come up with the dance moves. The idea is to encourage us all to recycle our old clothing through H&M’s Garment Collecting Initiative, which has turned 25,000 tonnes of old clothing into new fabrics since its launch in 2013.
Here’s how you can be part of the global movement: Assemble your worn or unwanted clothing—any brand, any textile, in any shape—and, instead of a making a haul video of new things you’ve bought, create a rehaul video showing what you’re recycling and post it to #HMrehaul. Then take your stuff to any H&M location and get a store voucher (and a clear conscience) in return. The aim is to collect 1,000 tonnes of material at the retailer’s 3,900 stores during World Recycle Week, but the ultimate goal is even sweeter: zero clothing heading to the landfill.