H&M launched a new clothes rental initiative in the flagship branch of Stockholm in Sweden.

It is a 3-month trial that will be available for loyalty programme customers only at first. If it is a success, it could be extended worldwide.

Customers can rent up to 50 clothes per month, for 350 Kr per week (£30 / €35 / $38).

This initiative has been launched to help reduce the fashion brand environmental footprint. H&M is one of the biggest retailers in the world, and is known for its mass-made clothes.

Fast fashion encourages people to buy more and more, and produces 92 million tons of solid waste dumped in landfills each year.

The fashion industry is responsible for 20% of the world’s waste water, and 10% of carbon emissions.

Remember, it takes up to 10,000 L (2,600 gallons) of water to produce a single pair of jeans (including growing the cotton and manufacturing).

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