In the last month, PVH Europe, known for its Calvin Klein and Tommy Hilfiger brands, as well as Zara’s parent company Inditex have committed to purchasing Infinna, a textile fibre that can be created from 100% textile waste. As Infinited Fiber Company CEO Petri Alava tells Just Style exclusively, brands are deviating from vague green claims and are seeking concrete solutions to circularity.

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