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Fashion world offers brand-new 'mitumba' to save the environment

A model present a creations by Cameroon's designer Martial Tapolo during a Afrik Fashion 10 show on June 13, 2015 in Abidjan. AFP PHOTO

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.

The move comes as critics point out the damage being caused by a throwaway culture fuelled by cheap clothing that has seen a sharp rise in the number of garments sold annually around the world.

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