H&M selects Eastman Naia Renew cellulosic fiber

H&M selects Eastman Naia Renew cellulosic fiber

December 8, 2020
Press Release: Eastman

H&M has adopted Eastman Naia renew cellulosic fiber in its Conscious Exclusive autumn/winter 2020 collection

H&M’s sustainable womenswear collection will feature eco-luxe garments made from Naia Renew, a cellulosic yarn made from 60% certified wood fibers and 40% recycled waste plastics such as carpet fibers and plastic packaging.

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, Eastman stated in a press release.

“We’re delighted to collaborate with H&M as we work toward building a circular fashion economy. 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,” said Ruth Farrell, global marketing director of textiles for Eastman.

Plastic Free World Conference & Expo 2021 will be co-located with The Greener Manufacturing Show and will take place at Cologne Messe, Germany, on Wednesday 16 June and Thursday 17 June 2021. Registrations for this highly focused, solutions-driven event will open in early 2021. For sponsorship and exhibition opportunities, please email peter@trans-globalevents.com

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