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The New Cotton Project: Defining the Blueprint for Circularity in Textiles

From The New Cotton Project; Original article Written by Muchaneta ten Napel

Today I am sharing a wonderful project I stumbled upon while doing research on Fashion Circularity. There are many great things happening with new technologies, regulations, and collaborations to achieve circularity in fashion. Did you know that the EU has passed a policy called the EPR- Extended Producer Responsibility? This requires brands to a significant degree of responsibility for the environmental impacts of everything they produce, taking the whole life-cycle of garments and accessories into account. They have set goals to reach by 2030 and are implementing pathways to help companies achieve these goals. So moving forward, initiatives like The New Cotton Project are going to be instrumential in achieving these goals.

Now, on to this great new project!

What is The New Cottom Project?

"The New Cotton Project is a three-year multi-stakeholder project that will harness cutting-edge chemical recycling technology to pilot and scale circular fashion within garment production."

About the project

"In a world first, for the fashion industry, twelve pioneering players are coming together to break new ground by demonstrating an entirely circular model for commercial garment production. Over a three-year period, textile waste is collected and sorted, and regenerated into a new, man-made cellulosic fiber that looks and feels like cotton – a “new cotton” – using Infinite Fiber Company’s textile fiber regeneration technology. The fibers will be used to create different types of fabrics for clothing that will be designed, manufactured, and sold by the global brand Adidas and companies in the H&M Group. The project also aims to act as an inspiration and stepping stone for further, even bigger circular initiatives in the industry going forward." From The New Cotton Project

"New Cotton Project harnesses collaboration and cutting-edge chemical recycling technology to create circular fashion. Discover how 12 pioneering players work together to demonstrate an entirely circular model for commercial garment production."

Who are the "New Pioneering Players?"

Learn more about these pioneers:



Kipas Textiles



Adidas AG



Infinited Fiber Company

Aalto University

REvolve Waste


Learn More:

What progress has been made so far?

"Following this, Adidas and H&M group designed and manufactured styles made with the Infinna fabric in preparation for the commercial production runs. As we near the end of 2022, on the 4th of October, the project launched an Adidas by Stella McCartney tracksuit. Part of Adidas's “Made to Be Remade” collection, the unisex tracksuit was made using a blend of 60% viscose and 40% organic cotton and boasts a subtle grey and black color palette".

"As the New Cotton Project passes an important milestone, Muchaneta ten Napel—Founder of, Associate Lecturer at LCF, and contributor to Vogue Business and The Interline—reflects on the journey so far and some of the key learnings the fashion industry can take away from the project".

Read the full article here

How are Brands implementing?

Check out Stella Macartneys Adidas project: "Endeavouring to extend the lifespan of products, footwear major Adidas and designer Stella McCartney have launched the first-of-its-kind sportswear garment designed to demonstrate the potential of a circular fashion ecosystem" BetaTexfash

H&M's Utility Bag and Denim

Want even more info? Check out this short booklet is part of the NEW COTTON PROJECT knowledge exchange series, which aims to expose the reader to the project, its milestones, and the overall experience of implementing a circular ecosystem within the reality of the European textile industry. Brief in nature, this is a gateway into the project for those interested in learning more about the process behind our collections. From valitilastudio on ISSUU

What are you currently implementing, or working towards, to achieve circularty in your work? Do you have a favorite tool or resource to help you get there? Share with us...we would love to hear

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Hey there, lovely fashion friends! My name is Britta Cabanos, and I'm thrilled to have you here! 


I'm a 25+ year fashion industry design professional, and I'm passionate about supporting conscious designers, ethical makers, and sustainability. I believe that fashion can be a powerful force for good, and I'm committed to helping aspiring fashion industry pros make their mark in this exciting and ever-changing field. 


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