H&M has unveiled its first-ever pre-loved shopping experience for customers in the US, as it continues its sustainability efforts.

H&M second-hand web store

The fashion giant has joined forces with US online clothes resale platform ThredUp to launch its H&M Pre-Loved platform, giving shoppers access to “an easy way to find the perfect secondhand pieces for their wardrobe”.

The pre-loved clothing products include womenswear, childrenswear, denim and sportswear, as well as a “collabs” section including previous H&M guest designer collections.

H&M’s launch into the presale market in the US continues its sustainability mission of “establishing circular business models for itself and customers”.

The fashion retailer said it believes new ways of doing business are required to ensure that clothing products are used more frequently and for longer periods of time.

H&M’s head of sustainability for North America, Abigail Kammerzell, said: “With our new H&M Pre-Loved resale shop powered by ThedUp’s resale-as-a-service, we’re ensuring customers can find the largest amount of stylish, preloved H&M pieces ever to give them a second life.

“We need to take responsibility for the impact fashion has on the climate and the environment. Circular business models can help us reduce and limit this negative impact while continuing to deliver fashion and style for our customers.

“With the launch of our first resale model in the US market, we’re taking the next big step in that direction.”