Eastman is turning to one of the “most sustainability-demanding segments” to help scale its innovative circular fiber solution.
The global specialty materials company presented Naia Renew, a staple fiber derived from wood pulp and GRS certified recycled waste materials, to the denim market last week at Denim PV in Milan.
With the category being an early adopter of circular fiber alternatives like Recover, Circulose and Lycra EcoMade, the decision to position Naia Renew for denim is strategic as it is sustainable.
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Eastman launched Naia Renew in 2020 as Naia circular cellulose acetate produced from recycled content. Naia Renew is comprised of 60 percent sustainably sourced wood pulp and 40 percent certified recycled waste, which is diverted from landfills and broken down to its molecular building blocks through Eastman’s patented closed-loop molecular recycling technology. The molecules are combined with sustainably sourced wood pulp to produce Naia Renew fibers for new textiles.
The resulting cellulosic fiber is circular, fully traceable, biodegradable and compostable with a reduced carbon and water footprint.
According to Eastman, Naia Renew blends well with natural fibers, other man-made cellulose fibers, synthetic fibers and multiple content yarns. It is also hypoallergenic and skin friendly before and after washing, dries fast and manages odor and moisture effectively.
“The added value we provide brands is not only a fashionable but also a sustainable fiber,” said Carolina Sister Cohn, Eastman global marketing leader for textiles. “Naia has a strong and transparent sustainability story that brands can pass on to their customers and denim lovers all over the world, making them more aware of their choices. Third-party certifications play a key role in this scenario because what we promise is verified and proven.”
Eastman partners with companies like Patagonia and next-life logistics firm Debrand to recycle pre- and post-consumer waste.
At Denim PV, Eastman showcased the potential of Naia Renew alongside several of its global brand partners, which are already using the innovative fibers in denim. The fiber is part of Advance Denim’s Ecocool line of denim for Fall/Winter 25-26 collection. The Chinese mill utilizes Naia Renew for enhanced wicking benefits and carbon zero Tencel for added softness.
“The mixture of these two sustainable fibers creates styles that are both soft, functional and sustainable,” said Mark Ix, Advance Denim’s director of North American marketing.
