In an era where sustainability is no longer a choice but a necessity, Eastman is setting new standards in the home textiles market with its latest fiber innovation. Today’s consumer is seeking more than just fabric appearance—they want products that blend luxury, comfort and convenience with sustainability. Enter Naia™ Renew, one of the newest innovations to hit the home textiles market. With its premium feel, easy-care convenience, and enhanced sustainability profile, this fiber is poised to become a game-changer for consumers who value comfort and eco-consciousness. Now, homeowners can enjoy the soft touch of luxury fabrics while having the peace of mind that their choices are better for the planet.
Eastman’s Fiber Innovation: The Science Behind Naia™ Renew
With Naia™ Renew, Eastman offers a unique fiber solution to the market that combines renewable materials with hard-to-recycle plastic and textile waste that would otherwise end up in landfills or incinerators. This innovative fiber is produced from 60% sustainably sourced wood pulp and 40% GRS-certified* recycled waste materials. At the heart of Naia™ Renew’s innovation is Eastman’s proprietary Carbon Renewal Technology (CRT). This molecular recycling process breaks down hard-to-recycle waste materials into their molecular components, converting the waste into a high-quality feedstock that is then used to create inherently soft, hypoallergenic cellulose acetate fibers. Through CRT, Eastman is closing the loop on waste while reducing the carbon footprint of its fiber production.
In addition, Naia™ Renew is produced in a closed-loop manufacturing process, which ensures the efficient use of resources and minimizes the environmental impact at every stage of production. This approach allows Eastman to prioritize sustainability without compromising the fiber’s quality or performance.
The Consumer Experience: Naia™ Renew in Home Textiles
While sustainability is critical, performance and comfort are still important when it comes to creating premium products for cozy homes. Naia™ Renew delivers on both fronts, offering a luxurious feel that consumers expect from high-end bedding and towels. Its inherent softness, quick-drying properties, and ability to maintain a new appearance even after multiple washes make it an ideal choice for home textile products such as bedsheets, towels, and plush fill for pillows and duvets.
Naia™ Renew fibers are engineered to offer long-lasting durability without sacrificing its smooth touch. Home textiles made with Naia™ Renew provide a soft, breathable feel, making them perfect for consumers who value both sustainability and comfort. Whether it’s bedding that remains soft and plush after repeated use or towels that dry quickly without losing their luxurious texture, Naia™ Renew elevates the home textile experience for environmentally conscious consumers.
Naia™ at Home Textiles Market Week: Driving Innovation through Collaboration
Eastman’s legacy fiber, Naia™, has already seen success in the global market, particularly in China, where a fabric blend of 70% TENCEL™ and 30% Naia™ has gained significant traction. This blend offers a luxurious feel while providing the ease of care and sustainability consumers demand.
Eastman is excited to showcase this premium bedding set at the 2024 Home Textiles Market Week, where it will be featured at the Lenzing Fiber Innovation Center. This partnership with Lenzing offers a platform for industry leaders and brands to explore the latest advancements in sustainable fibers. Building on this success of this Naia™ x Tencel blend, Eastman’s focus is now on educating brands about the benefits of Naia™ Renew and helping them make the transition to this innovative fiber solution.
“Like our heritage Naia™ fiber, Naia™ Renew offers the same premium softness and performance that consumers love, with a bolder sustainability profile”, explains Carolina Sister Cohn, Global Marketing Leader, Textiles, Eastman. “By integrating recycled content into our production of Naia™ Renew, we reduce waste pollution and minimizes our carbon footprint, driving true circularity in the home textiles industry. It’s a fiber solution that merges luxury and responsibility, helping brands deliver on their sustainability goals and giving consumers better material options without compromise.”
Advancing innovation with a mission to make sustainable textiles available to everyone
With Naia™ Renew, Eastman is leading the charge in driving responsible change in the home textiles industry. By providing a sustainable fiber solution that performs across multiple applications—ranging from premium bedding and fill to plush, quick-drying bath towels—Eastman is empowering brands to create products that align with their sustainability goals without compromising quality or performance.
For brands looking to elevate their sustainability commitments, Naia™ Renew serves as the perfect blending solution. When blended with other sustainable fibers, Naia™ Renew enhances both environmental and performance benefits, ensuring that brands can deliver the premium quality consumers expect while reducing their environmental impact.
*recycled content is achieved through GRS-certified mass balance
Source: Naia™ from Eastman