Elizabeth Segran
Elizabeth Segran
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H&M will turn your ratty old T-shirt into a brand new sweater

H&M will turn your ratty old T-shirt into a brand new sweater

advertisementadvertisementFor years, the fashion industry has been trying to find a way to turn old clothes into new ones, the way we currently recycle cardboard or aluminum cans. Now, the technology has finally arrived. And if you stop by an H&M store in Stockholm, you can see the process before your eyes.advertisementadvertisementThe company has installed a machine the size of a shipping container called Looop in its store in the Drottninggatan shopping district. It invites customers to bring a garment they’re planning to discard—say, an old T-shirt or cotton dress—and watch it get broken...

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Elizabeth Segran
Oct 8
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Macho ads that promote mask-wearing are a thing now

Macho ads that promote mask-wearing are a thing now

UPDATES: advertisementadvertisementWhat will it take to get macho men to wear masks? A recent study by U.C. Berkeley and Middlesex University London found that men are more likely to go out without a mask because they find them uncool, shameful, and a sign of weakness. Governor Steve Bullock of Montana, whose constituents include many fishermen and snowboarders, has some ideas about how to win them over. He has shared a new statewide ad campaign that uses humor to nudge all-American men to wear masks.advertisementadvertisementThe ads look like they could be for a sporting goods brand or...

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Elizabeth Segran
Jul 9
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