Eastman Naia^™ transforms the denim narrative from the inside out at Kingpins New York

NEW YORK — At this year’s Kingpins New York, the Eastman Naia™ team unveiled a four-look denim capsule collection created in collaboration with Advance Denim, one of the world’s leading sustainable denim mills, and Los Angeles-based denim designer Loren Cronk. This creative partnership unites fiber innovation, responsible manufacturing and bold design into a shared vision which transforms denim from the inside out. Each collaborator contributes specific expertise: Eastman with its circular fiber innovation, Advance Denim with decades of expertise in denim, and Cronk with expressive, technically grounded design.

At the heart of the collection is Naia™ Renew, Eastman’s circular cellulosic fiber produced from 60% sustainably sourced wood pulp and 40% GRS-certified recycled waste.* It is manufactured using Eastman’s carbon renewal technology (CRT), a molecular recycling process that breaks down hard-to-recycle waste into its basic building blocks to create an acetyl stream for new cellulose acetate fibers. The result is a high-quality fiber that delivers both creative versatility and environmental responsibility.

This collaboration comes to life through a capsule collection that transforms Naia™ Renew fiber blends into a bold, interactive statement on denim design. The capsule spans three key style expressions (authentic, fashion and performance) presented through four complete looks. Each style is crafted using Naia™ Renew fiber blends to create an extraordinary wearer comfort due to the fiber’s key benefits: cottony softness, breathability, lightweight feel and moisture management. This combination ensures each look delivers not only standout style but also lasting comfort throughout the day. The authentic expression pairs Naia™ with cotton to deliver a familiar, cottony soft handfeel. For a more elevated finish, the fashion look blends Naia™ with lyocell. Meanwhile, the performance design infuses Naia™ with polyester, offering durability, odor management and comfort built for all-day wear.

Each piece serves as a narrative canvas, where the technical qualities of the fibers, such as breathability, cottony softness and performance are made visible and tactile. The collection embraces an inside-out design approach that showcases the light blue weft made with Naia™ Renew, which is typically hidden inside the fabric. By exposing it, Cronk creates a striking visual contrast that reveals the inner structure of the denim.

Denim designer Loren Cronk joined the Naia™ team at Kingpins to share the possibilities of sustainable fiber.

To enhance this engagement, the garments feature printed messages that carry the story onto the fabric itself. Phrases like “Cottony soft sustainable fiber in the weft” and “Comfort you have to wear to believe” invite both visual and tactile engagement and reinforce the sensory experience of Naia™ Renew.

As shown throughout the showcase at this year’s edition of Kingpins New York, Naia™ Renew fiber blends well with natural fibers, other man-made cellulose fibers (MMCFs), synthetic fibers and multiple content yarns. This makes it the perfect ingredient for denim as it combines the sustainable and stylish look of denim with a surprising comfort that is undeniable to the wearer.

The Naia™ team welcomed guests to explore the collection, which explored authentic, fashion and performance expressions of denim design.

*Via mass balance accounting

Media contact

Elyse Batista
Eastman Chemical Company
Marketing Communications, U.S.
elysem.batista@eastman.com