H&M thinks it's time for New York to recycle. The global brand has teamed with rideshare company Lyft on a transportation-based initiative to promote the recycling of unwanted clothing in New York City.

Between January 22 and 27, consumers wishing to recycle clothing items are encouraged to call a Lyft car using the service's app. Riders are given a 10 dollar credit to any H&M location in the city, plus a 15 percent discount on an H&M purchase. The only catch is that they must donate unwanted clothing to H&M. The retailer will accept items from any brand, in any condition.

H&M was the first fast fashion company to launch a donation initiative when it launched its Garment Collecting program in 2013. Since its debut, the program has collected 163 billion pounds of textiles globally.

"Sustainability is a part of everything we do, and we are excited this initiative will allow more New Yorkers to both learn about and get involved in the program," said Martino Pessina, President of H&M North America, in a statement.

The brand's partnership with Lyft not only incentivizes consumers to donate through bringing them to a donation space at a low cost and promising a discount in return, but also adds a convenience factor in that it offers to take any article of clothing.

 

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