H&M first to adopt Eastman Naia™ renew cellulosic fiber in conscious exclusive collection

© Naia™ Renew
Leading global fashion retailer H&M is first to market with 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. The Conscious Exclusive A/W20 will be available at December 1.

"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."

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, Naiaä Renew offers clear advantages over other materials — delivering comfort, ease of care, and a luxurious feel.

For more information on Naia™ Renew, visit:

*Naia™ Renew recycled content is achieved by allocation of plastics using an ISCC-certified mass balance process.

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