Danish sportswear brand Hummel has launched a new recycling program to help customers handle their old sportswear while promoting a circular economy. Named re.hummel, the program is part of the brand’s new loyalty program.
Customers can return used Hummel items in exchange for loyalty points, regardless of the item’s condition or where it was purchased. The ambition of the brand is to resell or reuse its customers’ old products when they return them.
To establish the new recycling initiative, Hummel has partnered with sustainable fashion company Create2STAY, which will be responsible for sorting, refurbishing and recycling the returned items. When in good condition, the items will be restored to a sellable state, whereas more worn-out pieces will be recycled into raw materials for new products.
Read more on Hummel’s sustainability efforts as well as its wholesale and e-commerce strategy in our interview with Hummel CEO Allan Vad Nielsen.
Image source: Hummel
