Eastman Naia partners to promote sustainable fashion innovation

Eastman Naia took part in Challenge the Fabric (CTF) 2025, held in Milan on May 13–14, as an official Innovation Partner, strengthening its commitment to sustainability through collaboration across industries. As part of this initiative, Eastman Naia partnered with designer Oscar Ouyang and Italian textile mill Lady V to produce a unique outfit using NAIA/WO, a custom fabric made from 50% RWS-certified virgin wool, 50% GRS-certified recycled wool, and Naia Renew fiber.

Cristiano Vieri of Lady V shared insights into their approach: “Our Prato-based mill introduced Naia into apparel by developing NAIA/WO. It’s finished in traditional wooden barrels, giving the fabric a soft, high-quality feel similar to lambswool without excessive felting. This collaboration shows our shared dedication to creative and sustainable fashion.”

The key component in the fabric is Naia Renew, Eastman’s cellulosic fiber made from 60% sustainably sourced wood pulp and 40% recycled waste, using advanced molecular recycling technology.

Claudia de Witte, Eastman’s Marketing & Sustainability Director, praised the event’s hands-on and collaborative spirit. “Challenge the Fabric gives us a platform to have meaningful discussions focused on real action,” she said. “We were proud to join the design competition and even more proud to see how Oscar’s creation highlighted the adaptability of Naia Renew staple fiber.” She also shared her thoughts during the CTF panel “From Ambition to Execution,” where she spoke about how partnerships are key to making sustainable solutions widely accessible.