30/11/2020 – New Conscious Exclusive autumn/winter 2020 collection — auf Deutsch lesen

H&M feature eco-luxe garments made from Naia Renew

H&M first to adopt Eastman Naia Renew cellulosic fiber in Conscious Exclusive collection.


H&M is first to market with its new Conscious Exclusive autumn/winter 2020 collection made with Eastman Naia Renew cellulosic fiber. © Eastman


Naia Renew is a cellulosic yarn made from 60 percent certified wood fibers and 40 percent 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 hm.com December 1.

Ruth Farrell, global marketing director of textiles for Eastman:

“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.”

Naia Renew is fully traceable with certified biodegradability that captures the value of hard-torecycle 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.

Find out more information on Naia Renew here.