We all hold on to things we love. The Naia™ team is adding one more thing to that list: our collaboration with H&M for its Cherish Waste collection and exhibition—experiences we’ll cherish for a long time.
Loungewear has been a bright spot for the global fashion industry throughout the pandemic with both high street and mass brands adding loungewear to their portfolios. As the loungewear trend matures, opportunities exist for brands to better understand how to transition their loungewear offerings to meet the needs of the post-pandemic consumer. Earlier this year, Eastman conducted a study among 2,000 U.S.
The Naia™ team attended and exhibited at Première Vision (PV), the global event for fashion professionals, February 8–-10, 2022. Having debuted at this event only three years ago, the versatile Naia™ offerings have been expanded as the company has collaborated with dozens of brands and numerous value-chain partners worldwide.
From protecting biodiversity to ensuring a low environmental impact, Eastman Naia™ cellulosic fiber is sustainable from origin to end of life. Made from wood pulp sourced from responsibly managed forests and plantations, the Naia™ brand continues to grow, offering new fibers and yarns with innovative new features that improve our planet and our wardrobes.
H&M’s pioneering new collection, which incorporates Eastman Naia™ Renew cellulosic fiber, celebrates two themes: sustainability and joy. The collection, titled Innovation Circular Design Story, comes from H&M’s new Innovation Stories series, which spotlights new approaches to recyclability and circularity by showcasing new material innovations and cutting-edge waste-conscious techniques.
