H&M picks Eastman Naia for its eco-luxe collection

Swedish fashion retailer, Hennes & Mauritz (H&M), has chosen Eastman Naia Renew cellulosic fibres 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 per cent certified wood fibres and 40 per cent recycled waste plastics such as carpet fibres 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 fibre, Naia Renew offers clear advantages over other materials, delivering comfort, ease of care, and a luxurious feel, Eastman said 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 towards 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,” Ruth Farrell, global marketing director of textiles, Eastman said.