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07/18/2022

Camp, H&M Teach Kids How to Upcycle

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Experiential retailer Camp has joined forces with global apparel retailer H&M to add an interactive style experience at Camp’s Columbus Circle store in New York.

The "Kid-Powered Style" activation, located in Manhattan, aims to “inspire kids to be active change-makers” and educate them on sustainability, according to a news release. Available to the public from July 13 through Sept. 5, the two dedicated experiences called “The Style Cabin” and “The Upcycler.”

Inspired by H&M's kids’ assortment and its ongoing mission to provide sustainable fashion, the Style Cabin invites families to upcycle materials into toys and accessories. Visitors can bring in their own clothes to upcycle or grab an H&M tote to create crafts and accessories alongside Camp’s in-store “counselors,” or store associates.

Guests can also bring their leftover fabric scraps and any unused or unwanted clothing of any brand, and H&M will recycle them through their Garment Collecting program at Camp’s Manhattan store or at garment collecting boxes located in H&M stores.

Located outside the H&M Style Cabin, The Upcycler is a pedal-powered interactive experience where up to three people can “race for change,” either on a foot- or hand-pedaled cycle made of refurbished bikes and recycled materials. Guests are invited to “pedal towards a collective goal” that triggers a donation to Project Learning Tree.

"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 the release. "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."

The partners also created a downloadable digital activity book comprised of sustainable DIY crafts for kids to try this summer, including rain boot planters and no sew sock buddies.

"We are the play experts and love building partnerships that combine the magic of play with social impact" said Nicole Sander, Camp's senior vice president of strategic growth and partnerships, in the release. "This experience is designed to make upcycling fun and accessible; families will leave feeling empowered to make sustainable fashion choices in their everyday lives.”

Earlier this year, Camp opened its first flagship store in Los Angeles as part of its national expansion. Part toy store, part family-friendly activity destination, Camp partnered with Mattel’s Barbie and national RV rental company RVshare to create experiences “designed specifically for the L.A. community,” including an in-store Barbie-themed disco cabin and an interactive RV campsite. 

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