Hugo Boss says the NovaPoly material incorporates a natural additive that enables the fibres to degrade similarly to how they would in nature.
The company developed NovaPoly yarn in collaboration with suppliers Jiaren Chemical Recycling and NBC.
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The trademark for NovaPoly is held by Hugo Boss, and currently its use is exclusive to the company’s BOSS and HUGO brands. It will have exclusive rights to its use for the first year.
The initial range of BOSS Green products incorporating NovaPoly will be introduced as part of the Spring/Summer 2026 collection. These products are set to become available globally in October at BOSS retail locations, through select wholesale partners, and online.
Hugo Boss is also exploring a licensing framework that would make this fibre more widely available within the industry in the future.
This development is aligned with the company’s commitment to reducing microplastics and is an integral part of the BOSS THE CHANGE campaign, which reflects Hugo Boss’s dedication to sustainability.
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By GlobalDataThe new material initiative also complements the company’s ongoing efforts to find eco-friendly alternatives to traditional polyester and polyamide materials, as evidenced by its previous collaboration with Swiss innovation firm HeiQ.
The collaboration has led to the development of AeoniQ yarn, which is made from renewable cellulose resources. This yarn is being presented as an alternative to conventional polyester and polyamide fibres.
As part of this initiative, Hugo Boss has launched two polo shirts under its BOSS brand that are made using the AeoniQ yarn.
Hugo Boss has set a target to ensure that by 2030, all of the natural materials used in the fabrics and linings of its products will be sourced either based on regenerative agricultural practices or through closed-loop recycling processes, with the exception of licensed products.
2024 marked a milestone in this journey as it saw 12% of its natural materials adhere to these standards, marking an increase from just 1% in the previous year.
Hugo Boss is also taking steps to decrease its dependence on synthetic fibres derived from non-renewable resources as part of its strategy to mitigate microplastic pollution. The company has pledged to phase out the use of polyester and polyamide in all fabrics and linings across its product range by 2030.
In 2024, these synthetic fibres made up 18% of its total fabric and lining usage, which remained consistent with the proportion reported in 2023.
In December, Hugo Boss launched Eightyards, a company dedicated to recycling materials.
