Weekday has become the first brand globally to create a garment
using a new sustainable fabric by Infinited Fiber Company (IFC). The
H&M Group-owned fashion brand chose fabric from the textile startup as
the focal point of a new product that raises awareness of the
importance of a circular fashion industry.
The brand has created a new two-piece outfit, designed in
collaboration with “Game of Thrones” actress Maisie Williams and made
entirely from IFC fabric.
IFC uses technology to turn textile, cardboard and agricultural
waste into a cotton-like material, which allowed Weekday to create is
new fashion pieces from recycled garments without compromising on the
”Infinited Fiber Company has a really interesting new recycling
technique that has potential to help Weekday in our goal towards 100%
recycled or sustainably sourced materials. For us, this material is
extra interesting because of its cotton-like appearance and
durability,” Ulrika Jakobsson, Weekday’s manager of sustainability and
responsible materials said in a statement.
Image: Reuben Selby, courtesy of H&M Newsroom
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