Fashion retailer H&M wants environmentally friendly shopping choices to be easy for consumers. Its goal is to make all its products from recycled or other sustainably sourced materials by 2030. It’s part of the company’s vision to help transform the fashion industry, which currently contributes 10% of the world’s greenhouse gas emissions while accounting for just 2% of its gross domestic product.
While a reduced carbon footprint is vitally important to H&M, the company insists on upholding its other values. Its clothing needs to not only be good for the planet but also stylish, comfortable to wear, and accessible.
The Eastman solution
H&M’s vision of a transformed fashion industry is shared by Eastman. The two companies already had an existing relationship, and when the global specialty materials company developed its Naia™ Renew portfolio, it was a perfect fit for H&M.
Sourced from 60% wood pulp and 40% hard-to-recycle waste materials,* Naia™ Renew cellulosic fiber is traceable with certified biodegradability that captures the value of hard-to-recycle materials such as carpet fibers and plastic packaging that would otherwise be destined for landfills. It can be produced at scale to deliver sustainability without compromise.
Comfortable, fashionable, and soft, Naia™ Renew is available as both a filament yarn and a staple fiber. H&M found it was exactly what it was looking for in its new line of clothing.
H&M successfully launched its Conscious Exclusive collection with Naia™ Renew in autumn/winter 2020. Sold worldwide, the line of womenswear targets environmentally conscious shoppers who still want to be stylish. It offers floral-patterned shirts, bolero tops, silk-blend tailored trousers, and more.