Recycling -- fashion world's antidote to environmental concernsShoppers look over merchandise at Hennes & Mauritz, H&M store in Peru, at the Jockey Plaza mall in LimaBy Anna Ringstrom STOCKHOLM (Reuters) - Hennes & Mauritz, the world's second-biggest fashion retailer, is launching a new effort to promote recycling as it seeks to cut its environmental impact, boost its ethical credentials and address looming shortages of raw materials. Sweden's H&M, which is launching a line of jeans containing recycled cotton next week, will offer an annual 1-million-euro ($1.16 million) prize for new techniques to recycle clothes, Chief Executive Karl-Johan Persson told Reuters. "The (prize's) largest potential lies with finding new technology that means we can recycle the fibers with unchanged quality." As population pressure mounts, retailers like H&M are concerned about potential future shortages of cotton, which is heavily water and pesticide dependent.
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