H&M makes new clothes faster than you can buy them – but now they are dealing with old clothes, too. 

The Swedish giant’s Garment Collecting campaign began in 2013 around the world, but is only now launching in Middle East, the brands tells Friday.

The initiative will begin in the UAE from today. 

Garments from any brand that are brought to H&M stores will be disposed of in a sustainable way – including recycling the material to create new textile fibres for the brand’s sustainable collection, which launched earlier this month.

When clothes are dropped off, they are sorted into three categories: Rewear, which is sold as second hand clothes; Reuse, in which clothes turned into other products, such as cleaning cloths; and Recycle; turned into textile fibres, and used for things like insulation.

While we love the intention, we’d love to see the brand reward customers for carting their old clothes through the mall. How about it, H&M?

Donate your unwanted clothes in Dubai at H&M stores in The Dubai Mall, Mall of The Emirates, Burjuman Centre, City Centre Deira and City Centre Mirdif.