Naia™ from Eastman brings circularity at Heimtextil

Thanks to Naia™ from Eastman’s innovative efforts, environmentally conscious consumers will be able to sleep increasingly peaceful dreams in their beds, as bedding and fill made with Naia™ Renew make bedlinens, pillows and duvets sustainable from the inside out. Waking up is also not so hard if you start the day with supremely soft towels made with Naia™ Renew: quick drying and fresher longer, sustainable without compromising on quality.

"Together, we make circularity a reality"

Eastman’s Naia™ Renew team believes in the power of innovation. That’s why collaborators are so important to make sustainable, circular solutions possible for the home textiles industry. WestPoint Home®, North Home, Huafang, Alkaram, and Ozanteks Tekstil San. ve Tic. A.S. are just some of the worldwide partners that at Heimtextil 2024 showcase soft, quick-drying towels and sustainable bedding that’s silky and gentle on the skin, made possible through Naia™ Renew staple fiber and the patented molecular recycling technology behind it.

Create value from waste

Produced from 60% sustainably sourced wood pulp and 40% certified waste materials*, Naia™ Renew staple fiber is available at scale and can be blended with other sustainable fibers. Eastman transforms waste materials that are difficult to recycle – which would otherwise not have an end-of-life option – into biodegradable fibers through its patented carbon renewal technology. This is one of Eastman’s molecular recycling technologies that breaks materials down into basic molecular building blocks, assuring end materials are indistinguishable from those made from traditional sources in quality, performance, or appearance. The recycling process supports a circular economy — making the most of natural resources by creating end-of-life solutions for waste to reduce, reuse and recycle materials. This keeps waste out of landfills and incinerators while reducing carbon footprints and preserving natural resources, the carbon footprint of Naia™ Renew fiber is measurably reduced over its life cycle**, and — even though the fibers are made with hard-to-recycle materials — Naia™ Renew is certified biodegradable and compostable.

Sustainability is everyone’s responsibility

Plus, Eastman’s process prioritizes safe and environmentally sound use of chemicals and sustainable wood pulp sourcing. Naia™ provides its partners with full transparency and responsibility from tree to fiber, being FSC and PEFC certified, supporting the reforestation projects with SOS Mata Atlantica in Brazil, and having recently been awarded once again the Canopy Dark Green Shirt as per Canopy Hot Button 2023 with 30 buttons.

Naia™ Renew has always had a strong sustainability and circularity story, and Eastman’s bold sustainability goals include having 50 percent of all its product made with Naia™ Renew by 2025.

The company also aims to lower the greenhouse gas (GHG) footprint of the current Naia™ portfolio by 40 percent by 2030. Circularity is the cornerstone of this mission. “With Eastman’s molecular recycling technology, we’re solving a problem with waste, plastics, stuff that cannot be mechanically recycled and that would otherwise be probably destined for landfill and incineration,” said Chad Doub, global segment market manager, casual wear & home, Eastman.