Starting on April 13, clothing retailer H&M and Game of Thrones star Maisie Williams are welcoming visitors to Looop Island, their own slice of virtual paradise where players can learn how to lessen their fashion footprint. On the island is both an H&M-inspired storefront, as well as the game’s first ever recycling station, the Looop Machine. Modeled after the retailer’s real-life device that debuted last October, the Loop Machine is meant to encourage “the reuse, remaking, and recycling of unwanted garments in a united effort to close the loop in fashion,” starting with your digital digs.
In addition to the island’s reveal, some players will get the chance to meet both Willaims and H&M global sustainability manager Pascal Brun on April 13, when the pair will host players and encourage them to share their thoughts about fast-fashion on the Looop Island notice board. However, this campaign is not merely a digital one. Looop Island is just the first step in raising awareness of environmental issues and the dangers of fast-fashion, particularly for younger generations.
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