Give new life to your old sportswear: hummel joins the fight against throwaway culture

As one of the first sportswear brands in the world, hummel has launched a new recycling program that allows customers to give their old hummel items a new lease of life and contribute to the idea of circular shopping.

An old training jersey, a pair of worn-out shoes, or perhaps a too-small snowsuit for your kid.

This is a familiar scenario for most of us. Over time, our wardrobes get filled with outdated clothes and shoes, leading us to discard them to create space for newer items.

In response to the growing throwaway culture, the Danish sportswear brand hummel has launched a new recycling universe. This initiative empowers consumers to renew their used hummel clothing and make a positive impact on the environment.

“We want to take responsibility for the products we introduce into the market, and we seek to do this by actively working towards reselling or reusing our customers’ old hummel products when they return them to us,” said Allan Vad Nielsen, CEO of hummel.

The recycling universe named re.hummel is a part of hummel’s new loyalty program, which enables customers to earn points by returning their old hummel products – regardless of both condition and place of purchase.
The goal is to promote the idea of circular shopping that avoids the disposal of old garments when purchasing new ones.

“Our primary objective is to prolong the lifespan of our products and, more importantly, inspire our customers to take part in the circular economy. We want our customers to be mindful of their existing clothing, and thus, we strive to reward them every time they help us give new life to our old products,” Allan Vad Nielsen added.

To establish the new recycling universe, hummel has teamed up with create2STAY. The ambition for hummel is to eventually sell the returned products through its own e-commerce platform.

“As this is a new project, we don’t have sufficient data yet to assess the exact proportion of products that can be reused or recycled. However, we recognize that achieving full clothing recycling is not currently a reality and comes with its own set of challenges. Nevertheless, we view it as an important step forward on the journey to creating a more circular shopping experience,” said Allan Vad Nielsen.

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