H&M will roll-out its partnership with I:CO in February of 2013. Bring in your old clothes and shoes and deposit them in the I:CO collection box. You get a voucher for in-store discounts for new H&M products. I:CO closes the loop by recycling the collected clothes and shoes into raw material for new products. 
I:CO has a strong European presence but H&M will be the first to participate in the US. You may say they are just doing it to build brand loyalty. I say ok to that. Building brand loyalty while doing good is a great way to do business.
