H&M has always done right by us.
Where else would we have been able to get our first Isabel Marant and Balmain pieces? Where else does the queue to the tills actually stock useful things like lint rollers? Nowhere, really.
Now, with their first World Recycle Week campaign, H&M are set to do right by the world.
From the 18th to the 24th April, H&M aim to collect 1000 tonnes of customers' unwanted garments across more than 3600 stores worldwide.
One of the hugest environmental projects they have ever undertaken, it forms part of the brand's larger goal of complete sustainability.
Someone with the power to inspire both aesthetically and politcally, M.I.A. was the campaign's natural collaborator.
Her exclusive track 'Rewear It' is a rousing call to arms designed to make you go on a recycling binge.
Featuring a diverse cast (both former ELLE coverstar Cameron Russell and model-of-the-moment Moffy, who has strabismus, make an appearance), the accompanying video can be viewed below.
True to her word, M.I.A. uses the video as an opporunity to rewear a Maison Martin Margiela x H&M tattoo top - something a certain writer now bitterly regrets selling on.
