PRE-LOVED

H&M, one of the giants of the fashion industry, has decided to embark on a journey towards sustainability by introducing second-hand clothing to its iconic Regent Street store in London starting from October 5th. This initiative arises in a context where sustainability and ecological responsibility take center stage, driving brands to adopt more environmentally friendly practices.

With an eye on future European Union regulations aimed at reducing textile waste, H&M has taken the initiative by recognizing the need to transform the way the fashion industry operates.

The «PRE-LOVED» collection, aimed at the female audience in the Regent Street store, will be a blend of pieces from different brands and designers, including H&M’s own sub-brands such as Arket, Cos, Monki, and Weekday. This London store joins the list of H&M establishments that have already embraced second-hand fashion, following in the footsteps of the Barcelona store and online platforms in Sweden and Germany.

The range of garments for the Fall-Winter 2023 season promises to be eclectic, featuring dresses with metallic finishes, sophisticated shirts, classic coats, and cutting-edge knitwear. Special mention goes to Flamingos Vintage Kilo, which will be the main supplier of these garments, offering prices ranging from £29.99 to £189.

For Flamingos Vintage Kilo, collaborating hand in hand with a brand of H&M’s caliber is not just an achievement but a golden opportunity to reaffirm the value and relevance of vintage and sustainable fashion. This collaboration symbolizes mutual recognition: while H&M enthusiastically embraces the authenticity and uniqueness of second-hand garments, Flamingos Vintage Kilo expands its reach and visibility in the global market. It’s an alliance that reinforces the idea that fashion should not only be stylish but also conscious and responsible.