Hugo Boss has announced a major material innovation that could help the fashion industry take a bold step toward reducing its environmental impact.
Just Style reported that the company unveiled NovaPoly, a new fiber created in partnership with Jiaren Chemical Recycling and NBC, which includes a natural additive that allows the material to break down similarly to how it would in nature.
That means clothes made with NovaPoly could one day leave less of a trace on the planet. This is especially good news for an industry associated with textile waste piling up in landfills and polluting our environment and oceans with microplastics.
This innovation is launching under the company’s Boss Green line for Spring/Summer 2026, with products hitting stores globally in October. NovaPoly will be exclusive to the Hugo and Boss brands for the first year, after which Hugo Boss plans to explore licensing the fiber more broadly across the fashion industry.
For consumers, that means access to high-quality, stylish clothing that’s designed to have a lighter impact on the planet, without compromising on performance or aesthetics.
NovaPoly is part of a broader initiative under the company’s “BOSS THE CHANGE” campaign, which focuses on finding eco-friendlier alternatives to synthetic materials like polyester and polyamide.
Watch now: How bad is a gas stove for your home’s indoor air quality?
Hugo Boss also has an ongoing collaboration with Swiss firm HeiQ, which led to the creation of AeoniQ — a renewable, cellulose-based yarn now featured in two polo shirts already on sale.
The company has pledged to phase out polyester and polyamide entirely in all fabrics and linings by 2030, while also making sure that all natural materials in its collections (excluding licensed products) are either regenerative or recycled.
There are many ways to support eco-friendly initiatives by mainstream brands for shoppers who’d like to support companies making better choices.
As demand for low-impact fashion grows, new brands are making a mark with fashion innovation, like VEGEA’s plant-based leather alternatives.
Similar shifts are already underway with established brands like Gucci and Nike, and more companies are expected to follow suit.
Join our free newsletter for good news and useful tips, and don’t miss this cool list of easy ways to help yourself while helping the planet.
