HUGO BOSS is making waves in sustainable fashion with NovaPoly, a groundbreaking recycled polyester yarn designed to curb microplastic pollution. Launched under the brand’s BOSS THE CHANGE initiative, this degradable fiber, developed with Jiaren Chemical Recycling and NBC LLC, transforms textile waste into a game-changing material. Set to debut in October 2025, NovaPoly positions HUGO BOSS as a leader in eco-conscious innovation.

A New Spin on Textile Waste

NovaPoly is crafted from pre- and post-consumer textile waste, such as production scraps and discarded clothing. Enhanced with a natural additive, the yarn mimics organic fibers, degrading more readily in the environment than traditional polyester. This tackles a critical issue: polyester, which dominates over half of global fiber production, is a major source of microplastics, with 16-35% of ocean microplastics linked to synthetic textiles.

“NovaPoly is a step toward a cleaner future,” said a HUGO BOSS spokesperson.

Fighting Microplastics Head-On

Microplastics from textiles, released during washing and wear, are a growing environmental threat, with up to 500,000 tonnes entering oceans annually. NovaPoly’s degradable properties directly address this, aligning with HUGO BOSS’s goal to eliminate polyester and polyamide by 2030. The yarn builds on the company’s earlier work with HeiQ AeoniQ, a recyclable cellulose-based fiber, showcasing a consistent push for sustainable alternatives.

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Exclusive Launch, Global Ambitions

HUGO BOSS holds exclusive rights to NovaPoly for one year, debuting it in the BOSS Green Spring/Summer 2026 collection. Starting October 2025, performance wear featuring the yarn will hit BOSS stores, online platforms, and select wholesale partners. Looking ahead, the company plans to license NovaPoly to other brands, aiming to set a new industry standard.

“We’re building a model to share this innovation widely,” the spokesperson added, signaling a collaborative approach to sustainability.

Part of a Bigger Vision

NovaPoly is a cornerstone of HUGO BOSS’s circularity strategy, which targets 80% circular apparel by 2030 and 50% recycled synthetic fibers by 2025. The company’s new recycling venture, Eightyards, launching in January 2025, will further support material reuse across industries. With consumer demand for eco-friendly products soaring—83% are willing to pay more, per a 2024 PwC survey—NovaPoly taps into a market hungry for change.

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Why It Matters?

The fashion industry faces mounting pressure to address its environmental toll, with textile waste and microplastics under scrutiny. Less than 1% of clothing is recycled into new garments, and polyester’s carbon footprint rivals that of 185 coal plants annually. NovaPoly offers a practical solution, reducing waste and microplastic persistence while maintaining performance. Posts on X have hailed the innovation as a cleantech win, reflecting strong industry buzz.

What’s Next?

HUGO BOSS’s NovaPoly launch marks a bold step toward a circular fashion economy. By blending recycled materials with degradable technology, the brand is redefining what’s possible. As the yarn rolls out in 2025, its potential licensing could spark industry-wide change. For now, fashion fans and eco-advocates alike can look forward to a greener BOSS Green collection—and a glimpse of fashion’s sustainable future.

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