CAMP’s Columbus Circle store in New York City has added an interactive two-part sustainability activation through a partnership with H&M. The Kid-Powered Style Experience, which operates through Sept. 5, encourages families to work together on sustainable projects. Guests are asked to bring unwanted clothes to upcycle through the installation.
Designed to align H&M’s children’s collections with CAMP’s retail concept, The Style Cabin allows families to upcycle materials — including their own unwanted clothing — into toys and accessories. Guests may also choose to use an H&M tote to create their own crafts and accessories with the assistance of CAMP counselors. Guests are encouraged to donate remaining fabric scraps and unused clothing at H&M stores where garment collection boxes are provided, connecting the concept to H&M’s retail locations.
Through CAMP’s Upcycler, which is located outside the H&M Style Cabin, guests will engage with a pedal-powered cycling station that allows them to generate kinetic energy to earn miles in support of a donation to Project Learning Tree through pedaling together. The Upcycler was designed using refurbished bicycles and recycled materials and allows up to three people at a time to race to donate using stationary foot- or hand-pedaled cycles.
“Sustainability is central to the way we design products and do business at H&M, and we are always looking for fun and engaging ways to educate our shoppers on how they can make a difference.” said Lauren Riezman, Head of Communications for H&M Americas in a statement. “Our Kid-Powered Style experience is a great way to do just this; it was designed to inspire and teach kids about sustainability and its connection to fashion through play. CAMP is a true leader in experiential retail for young families, and a perfect partner to bring our vision for this program to life.”
In addition to promoting sustainability in store, CAMP and H&M published a Kid-Powered Style Crafts & Activities digital book that features hands-on upcycling projects to complete at home. The book leads kids through step-by-step instructions regarding how to create items such as rain boot planters, T-shirt bowls and no-sew sock buddies from upcycled materials.
“We are the play experts and love building partnerships that combine the magic of play with social impact” said Nicole Sander, SVP of Strategic Growth and Partnerships at CAMP in a statement. “This experience is designed to make upcycling fun and accessible; families will leave feeling empowered to make sustainable fashion choices in their everyday lives.”