HyperNatural is a new brand in the eco-luxury menswear category and it just entered the market last month. The company is founded on plenty of industry experience as co-founders Chris Kolbe and Christian Arkins have spent over 30 years with high-profile menswear brands like Ralph Lauren, J. Crew, Original Penguin, and Saks.
The eco-luxury menswear brand boasts classic silhouettes but what makes it stand out is the extremely soft cotton fabric that took two years of extensive research and development. HyperNatural is working with Supima, the "softest cotton in the world," and has combined it with Jade Stone which gives it cooling properties, and Crab Shells which help eliminate odor. The resulting proprietary fabric is 95% biodegradable and 50% of it is made from regenerative waste.
Image Credit: HyperNatural
What's Driving This Trend
- Eco-friendly Menswear
- Opportunity to create menswear using sustainable materials that are biodegradable and help eliminate odor.
- Natural Performance Fabrics
- Opportunity to create fabrics using innovative materials like Jade Stone that offer cooling properties in addition to being eco-friendly.
- Regenerative Waste Materials
- Opportunity to use regenerative waste materials in fabric production for eco-friendly clothing.
Who This Affects Most
- Menswear
- Opportunity for established menswear brands to transition to using eco-friendly materials and create an eco-luxury line.
- Textiles
- Opportunity for textile companies to innovate and develop sustainable fabrics using natural materials like jade stone and regenerative waste.
- Sustainable Fashion
- Opportunity to create a new industry of eco-friendly fashion and accessories that use sustainable, biodegradable and odor eliminating materials.
