It's a common trend nowadays for fashion brands to release limited edition collections in order to create a buzz among the audience and it will be even more impressive if that is the first of its kind sustainable jeans. Weekday is known for its new denim technologies and this Thursday it has launched 64 pairs of women jeans made with Infinna regenerated textile fiber in Infinited Fibre Company 'IFC'.

 The fiber maker claims that Infinna is 100% made of textile waste. It gives a natural feel of cotton. They have not used any non-cellulosic material in the process like polyester, elastane and dyes. Besides Infinna, IFC's technology can also use other cellulose-rich waste streams like cardboard, paper, or wheat or rice straws for making new recycled materials for apparels. In the past, lots of garments have been made with Infinna during the experimentation process but it is for the first time that Infinna has been out in the market for customers to buy it as said by Kirsi Terho, IFC's key account director.

The project was started as a trial within H&M Group's Circular and Renewable Innovation Lab but then after its success, it got accelerated with an investment made in IFC to make the products made from Infinna available to the public. In 2019, IFC bowed proof-of-concept garments in collaboration with Weekday. The governments made Weekday the first brand in the world to employ IFC's "reborn" material. Weekday has a commercial vision regarding the material and it wants to do mass production for a huge audience to possess something sustainable and to promote circular design. Weekday follows the philosophy of not limiting sustainable products. It wants to make it mainstream for maximum impact over the customers worldwide.