Riachuelo, one of Brazil’s largest fashion retailers, is expanding its circular denim line, Pool Loop, with the launch of the country’s first jeans made using viscose containing 20 per cent pre- and post-consumer recycled cotton waste along with biomass-based elastane derived from sugarcane. The new fabric has been developed through a partnership between Riachuelo, Lenzing Group, Creora, and Canatiba Textil.

The expansion of the Pool Loop line is part of Riachuelo’s Fiber Forward initiative, which focuses on introducing innovative recycled and bio-based materials into textile production. The initiative aims to reduce the use of fossil-based resources and virgin raw materials within the fashion industry.

The collection uses LENZING ECOVERO branded viscose fibres with REFIBRA technology. These fibres are produced from certified or sustainably sourced wood while also incorporating pre- and post-consumer cotton waste that is converted into new cellulosic raw material through the REFIBRA process.

According to the companies, the technology can reduce carbon emissions from spandex production by up to 55 per cent compared to conventional elastane, representing a major step toward replacing fossil-based materials with renewable alternatives in textiles.

The collection additionally offers supply chain traceability through QR codes developed in partnership with Block Force. Through the QR code system, consumers can track the complete production journey of the jeans, from fibre processing at the spinning stage to the final products reaching retail stores.