H&M is taking its sustainability efforts to the virtual world with the help of Animal Crossing and Maisie Williams. The retailer has signed up Williams, best known for playing Arya Stark

on HBO’s Game of Thrones, as global sustainability ambassador. It will work with her to promote its pledge of only using recycled or sustainably-sourced clothing materials by 2030. As a

result, starting April 13, H&M is unveiling Looop Island, a virtual space dedicated to sustainability on Animal Crossing: New Horizons. Players can explore and recycle their game outfits

for new ones using H&M’s Looop Machine, the game’s first recycling station. Recommended videos