H&M Utilizes Eastman’s Recycled Plastic-based Fibers for Its Exclusive Range


H&M will market its new Conscious Exclusive autumn/winter 2020 collection made with Eastman Naia™ Renew cellulosic fiber. Naia™ Renew is a cellulosic yarn made from 60% certified wood fibers and 40% recycled waste plastics such as carpet fibers and plastic packaging. This is the first time H&M has used Naia™ Renew in a collection.

Fully Traceable Fibers with Certified Biodegradability

Naia™ Renew is fully traceable with certified biodegradability that captures the value of hard-to-recycle materials otherwise destined for landfills. It can be produced at scale to deliver sustainability without compromise to the fashion world. Available as both a filament yarn and a staple fiber, Naia™ Renew offers clear advantages over other materials — delivering comfort, ease of care, and a luxurious feel.

"We're delighted to collaborate with H&M as we work toward building a circular fashion economy," said Ruth Farrell, global marketing director of textiles for Eastman. "Together, Naia™ and H&M are working toward a vision to make sustainable fashion accessible for all, playing active roles in conserving resources, fostering innovation and demonstrating a passion for sustainability that will help transform our industry."


» Publication Date: 01/12/2020

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This project has received funding from the European Union's Horizon 2020 research and innovation programme under grant agreement Nº 737882.


            

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