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."