Eastman accelerates the circular economy by revolutionizing recycling

Cutting-edge technology produces Naia™ Renew, sustainable fiber for today’s marketplace

Through cutting-edge patented technology, Eastman is taking its partners in the home textiles industry on a journey that begins with reclaimed carpet waste and ends with truly sustainable—and high quality —Naia™ Renew fiber. 

Innovative and trailblazing, Eastman’s advances have taken its position as a thought leader in sustainability to an unprecedented new level, driven by a commitment to educate the industry while improving the health of consumers and the planet. Several significant developments tell the story.


Eastman’s new molecular recycling process breaks down waste otherwise destined for landfills, incineration, or other undesirable end-of-life options and uses them as feedstock to create acetic acid, a biodegradable organic acid. This acetic acid is then used to produce Eastman Naia Renew cellulosic fiber for spun and filament yarns. Because waste is broken down to its molecular level, material such as post-consumer carpets can be recycled infinitely without compromising on comfort, quality and appearance of new materials made.

Of the feedstock used to produce Naia Renew, 60 percent comes from sustainably sourced wood pulp and 40 percent comes from certified* recycled content.

“Through molecular recycling, we are helping to solve the global waste problem and reduce our carbon footprint,” says Dnyanada Satam, global market segment manager for home textiles at Eastman. “We’re not just talking about plastic bottles; we’re taking a more comprehensive approach to recycling because we can use a wide variety of waste materials from different industries to produce Naia Renew.” 


Today’s consumers are just as concerned about waste as they are about climate change, air quality, and water quality. They understand how molecular recycling benefits them and the planet. As a result, brands that are first to offer solutions via molecular recycling have a tremendous—and so far untapped—opportunity to drive sales, brand equity, and consumer loyalty.

These interesting findings come from a recent Eastman survey of 2,000 U.S. and European consumers conducted to help its industry partners accelerate consumer understanding of molecular recycling.

“Consumers are on the same path as we are,” Satam is proud to say. “They demand sustainable materials. And with Naia Renew, they now have that option in the home textiles market.”

She goes on to explain that, as an industry, home textiles is always looking toward  the fashion market to discover exciting new trends. Naia Renew is a perfect example. This season, fashion icon H&M is featuring a pioneering new fashion collection that incorporates Naia Renew. As H&M’s most circular collection ever, the Innovation Stories series spotlights new approaches to recyclability and circularity by showcasing new material innovations and cutting-edge waste-conscious techniques.

Complete details on the consumer study can be found at: https://info.eastman.com/Renew_SJ.html?utm_source=marketo&utm_medium=display&utm_campaign=Naia%20HT%20Sponsored%20Article_HTT_March_Article_Link


Naia Renew is an ideal solution for textile brands dedicated to meeting the growing consumer demand for sustainable solutions.

Getting a restful night’s sleep is vital for our overall health and well-being; and bedding made with Naia Renew cellulosic fiber can help us get there with three key benefits to ensure we wake up refreshed, restored, and at ease: comfort, long-lasting quality, and sustainability.

“One of the greatest strengths of NaiaRenew is that this is not pie-in-the-sky thinking. This is sheets-on-the-bed reality,“ Satam says. “A truly circular solution available right now, Naia Renew checks all the boxes for softness, long-lasting quality, ease of care, and sustainability. And that should give everyone a better night’s sleep.”

“We want consumers who purchase Naia Renew-based products to wake up to a better tomorrow—confident they are doing their part to make a positive impact on their household and reducing the impact on our shared home, Earth,” Satam concludes. “We invite our partners in the home textiles arena to explore the important value-added solution NaiaRenew represents.”

*Naia™ Renew recycled content is achieved by allocation of recycled waste material using an ISCC-certified mass balance process.