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H&M, Lyft Give Free Rides to New Yorkers Recycling Unwanted Clothes

Post-KonMari New Yorkers can score free rides to drop off their joyless items at H&M’s in-store garment-recycling bins, courtesy of Lyft.

From now through Jan. 27, the first 5,000 H&M customers to use the promo code HMRECYCLES can claim a free ride to any H&M location in New York City. (The catch? The tab has to ring up at $10 or under.) Customers will also receive 15 percent off their H&M purchase in return for a donation of unwanted clothing, no matter the brand or condition.

The partnership, the companies say, is part of a broader mission to take on the challenges of climate change and circularity in fashion “more directly.”

H&M started its global clothing-recycling scheme in 2013, the first fashion company to do so. The program has since amassed 163 million pounds of textiles worldwide, according to the Swedish retailer, providing customers a way to give their castoffs a second life while ensuring fewer garments wind up in landfills. In 2015, H&M debuted “Close the Loop,” a selection of denim made, in part, from reclaimed fibers from its garment collection.

“H&M is thrilled to partner with Lyft in a joint effort to give garments a second life through H&M’s garment-collecting program,” Martino Pessina, president of H&M North America, said in a statement. “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.”

This isn’t Lyft’s first trip around the proverbial block. At the height of the holiday-shopping season, the ride-sharing service hooked up with Old Navy to give customers free round-trip rides to pick up their online orders in-store.

But its partnership with H&M has an altruistic element, one that dovetails with Lyft’s recent commitment to transition to 100 percent renewable energy by offsetting the carbon emissions from all rides.

“Lyft is proud to partner with H&M to support the Garment Collecting initiative and provide the local community with accessible opportunities to donate and recycle clothing,” said Ann Ferracane, general manager of Lyft New York. “Helping New Yorkers make donations is an important, but exciting, step in creating a positive impact on our natural resources for years to come.”