H&M Garment Recycling Initiative

Dan Tobin Smith


Technology and image-making for social good & sustainability

Known for his technical and innovative installations and productions, Dan Tobin Smith was commissioned by H&M to develop a series of larger-than-life flowers using recycled clothing to globally promote the brand’s garment recycling initiatives.

Designed as powerful visual symbols, the installations were used in a series of films, in-store exhibitions, and experiential activations over the course of the project.

Integrating technology, aesthetics and sustainability at a time when all three dominate the fashion industry, the project garnered significant press worldwide and raised the profile of this important 360º campaign.

Utilizing Dan Tobin Smith’s images and films as the key marketing assets to generate awareness, H&M was able to collect more than 17,771 tonnes of textiles in 2017 alone—the equivalent of 89 million T-shirts.