H&M is first to market with its new Conscious Exclusive autumn/winter 2020 collection made with Eastman Naia Renew cellulosic fiber. Ruth Farrell, global marketing director of textiles for Eastman, said, “We are 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.”
Naia Renew is a cellulosic yarn made from 60% certified wood fibers and 40% recycled waste plastics such as carpet fibers and plastic packaging. So, this is the first time H&M has used Naia Renew in a collection. The Conscious Exclusive A/W20 will be available on December 1, 2020.
Both a filament yarn and a staple fiber, Naia™ Renew offers clear advantages over other fibers. Moreover, the best advantage is that with Naia™ Renew, waste is diverted from landfills. The carbon footprint is reduced, and natural resources are preserved, allowing for creating sustainable products with zero trade-offs on quality.
Naia™ Renew filament yarn has an excellent Luxurious appearance, Incredible ease of care, and Creates fashionable womenswear. On the other hand, Naia™ Renew staple fiber is known for Inherent softness, reduced pilling, comfortable and quick drying.
The closed-loop process used to create Naia™ Renew prioritizes the safe and environmentally sound use of chemicals, ensuring that the products created are as sustainable as stylish. The manufacture of Naia™ Renew also enables a measurably reduced carbon footprint over the fiber’s life cycle. It is certified biodegradable and compostable, creating the possibility for fabrics to return to nature at the end of their usefulness safely.
