H&M First To Adopt Eastman’s Eco-Friendly Naia™ Renew Cellulosic Fiber In Its Conscious Exclusive Collection

Image Courtesy of Naia™ Renew

H&M's sustainable womenswear collection will feature eco-luxe garments made from Naia™ Renew

KINGSPORT, Tenn., November, 2020-- 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 hm.com on December 1.

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."

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..

About Eastman

Founded in 1920, Eastman is a global specialty materials company that produces a broad range of products found in items people use every day.

With the purpose of enhancing the quality of life in a material way, Eastman works with customers to deliver innovative products and solutions while maintaining a commitment to safety and sustainability.

The company's innovation-driven growth model takes advantage of world-class technology platforms, deep customer engagement, and differentiated application development to grow its leading positions in attractive end markets such as transportation, building and construction, and consumables.