No Compromises: How Eastman’s Naia™ Renew Is Transforming the Fashion Industry

No Compromises: How Eastman’s Naia™ Renew Is Reworking the Style Trade

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Right here, Shaw’s Kellie Ballew and Eastman’s Ruth Farrell focus on the alternatives created by Eastman’s Naia™ Renew textile, and the necessity to present the market that sustainability and circularity will be achieved with out compromise.

As a part of an ongoing
to focus on organizations making a optimistic affect on individuals and the planet,
Kellie Ballew, Shaw’s VP of International Sustainability, not too long ago interviewed
Ruth Farrell,
Eastman’s international
advertising and marketing director of textiles. The 2 mentioned the corporate’s method to
sustainability and its textile model Naia™
— which is serving to the style trade
develop into extra

How do you outline sustainability at Eastman?

RF: Eastman is a worldwide specialty supplies firm that produces a broad
vary of merchandise present in objects individuals use every single day. For us, sustainability is
about creating extra worth than the sources we use. When that’s utilized to how
we’re sustainability in our textiles enterprise, we’ve an enormous, lofty
aim to make sustainable trend accessible to
We need to democratize sustainability on the earth of trend and provides all people
the flexibility to select for sustainability.

At Naia™, we take a look at sustainability in a holistic manner — how we supply our
not utilizing hazardous chemical substances. We now have closed-loop manufacturing and we’re
continually our carbon and water footprint. We glance in the beginning and
finish of life for our merchandise — their biodegradability and the way we will incorporate
waste plastics as a part of our feedstock. Sustainability components into every part
we do; so, for instance — as we take into consideration literature and collateral, we’re
opting to make use of digital instruments. Even our commerce present stands incorporate supplies
which are recyclable and that may be reused. The wooden that we use on the commerce
present stand is donated to an NGO that makes toys. We try to stroll the discuss
and be sustainability targeted in every part that we do.

And for Eastman general, the imaginative and prescient round sustainability is thru the facility
of innovation to handle large, pressing challenges which are actually about making a
higher place for future generations. Our 2020 sustainability
is a superb reference, and descriptions our dedication to cut back
greenhouse gases by a deal with mitigating local weather change and mainstreaming
circularity — in addition to caring for

and searching holistically at sustainability.

Inform us about Eastman’s current recycling improvements, targeted on hard-to-recycle plastics.

RF: Naia is a cellulosic acetate fiber that’s used primarily in girls’s
put on. It’s an exquisite, versatile fiber with an enormous quantity of alternatives for
design — together with high-end, elegant put on; comfy daywear, loungewear and
sleepwear. We launched Naia about three years in the past into girls’s put on with a
deal with accountable wooden pulp
, secure and
environmentally-sound chemical use, a low carbon and water footprint, and
biodegradability. However we acknowledged that the problem round waste was changing into
a rising and really critical situation. We wished to sort out circularity. In September
of 2020, we launched Naia™ Renew — which is sourced from 60 % wooden pulp
and 40 % recycled waste
Naia Renew recycled content material is achieved by allocation of recycled plastics utilizing
a mass stability course of.

With Naia Renew, we’re utilizing complicated waste plastics — plastics that do not have
viable recycling options out there — and we’re diverting them from
landfill with a fiber answer that creates an enormous alternative to design
stunning materials on the earth of trend, however to take action at business scale. And
that’s massively thrilling.

We now have been speaking to a variety of manufacturers; and we had been thrilled in the beginning of
December when H&M launched its Acutely aware Unique
which has clothes constructed from Naia™Renew. The theme of the gathering is waste
will be stunning. It’s an exquisite message, as a result of it simply reveals that
sustainability and circularity are so necessary if we will transfer the
needle round local weather change. Eastman was proud to accomplice with H&M, as a result of it
has an analogous imaginative and prescient round making sustainable trend accessible to everybody.

What market drivers / tendencies led to this answer? What international drawback(s) had been you addressing?

RF: After we launched Naia three years in the past, the primary focus was on accountable
sourcing. Individuals had been additionally specializing in chemical utilization, and types had been beginning
to take a look at the sustainability profile of the fibers that they had been utilizing in
their collections.

Every little thing has accelerated with
COVID. The patron
has a heightened consciousness and an appreciation of nature, and that’s translated
into them really stopping and actually making aware selections round
. After we launched Naia, we did analysis — and round 19 % of individuals had been
garment labels, actually understanding what they had been buying and
what they had been carrying. I assure you it is modified. Each store that you just’re
going into as a shopper has a sustainability component to their providing. COVID
has been a horrible expertise, however it definitely has given sustainability a
completely different place in individuals’s minds; and types have actually crystallized their
intentions round that. Manufacturers are popping out with very formidable targets and
timelines to attain these targets. The dialog has develop into far more actual
and private.

Sustainability was once area of interest, and now it’s changing into mainstream. The
conversations we used to have had been all the time with the sustainability division;
and now that dialog has moved out of the sustainability division and
includes class managers, designers and others inside manufacturers. There’s the
vitality to actually begin taking motion and transfer in the direction of incorporating
sustainability on the model stage in a significant manner.

What position has collaboration performed at Eastman in your efforts to handle the worldwide plastic waste drawback?

RF: The position of collaboration can’t be
No single firm goes to have the ability to result in systematic change. With the
work that we’re doing with Naia Renew, we’re co-developing — as a result of we’re
attempting to deliver options into the market that the buyer goes to purchase. At
the tip of the day, you have to create an answer that’s commercially viable
and but has that sustainability profile that you recognize is making a distinction.

And it’s not simply collaboration with the model, it is collaboration with the
entire provide chain. As we begin bringing in waste recycling, be it plastics or
textiles, there’s a entire infrastructure that must be developed — and it’s
so necessary to construct that infrastructure at scale. We’re about making
sustainable trend accessible to all people and making a measurable affect. And
you’ll be able to solely try this should you really construct it at scale. Eastman has made the
funding. It isn’t a pilot; our funding is at a scale which might actually make
a measurable distinction.

Engagement with NGOs and associations is necessary as a approach to deliver schooling
and awareness-building to those efforts, but additionally to create certifications that
are related to assist individuals belief options. Eastman does a variety of work with
associations, which has been massively useful to attempt to transfer the needle. We work
with Textile Alternate, and we’re a part of the
Ellen MacArthur Basis’s New Plastics Financial system International

What are a number of the greatest surprises or hurdles that you’ve encountered, as you deal with innovation round non-recyclable supplies?

RF: There are such a lot of misperceptions on the market round recycling and
circularity. In our personal trade of textiles, there are false perceptions that
recycled supplies or merchandise have some stage of degradation — that the standard
isn’t nearly as good, that the hand-feel of a cloth with recycled materials isn’t the
similar; or perhaps a number of the attributes, like drying time or efficiency, should not
the identical. There’s a way that it’s important to compromise since you’ve chosen a
sustainable answer.

The fact is, you’ll be able to have recycled polyester or a foul recycled
polyester. We will 100 % inform our model clients there isn’t any distinction
between Naia and Naia Renew. Naia Renew makes use of recycled content material, and it is
indistinguishable from Naia — precisely the identical high quality. We actually must get
on the market out there that sustainability doesn’t imply compromise.
Circularity doesn’t imply compromise.

If the worth chain does the work it must do, sustainability doesn’t imply

This text is one in a collection of articles recognizing 10 various
organizations intently targeted on merchandise and initiatives that help the
wellbeing of individuals and the planet, as a part of Shaw’s
learn extra in regards to the different organizations acknowledged by Shaw for his or her
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