Hugo Boss has launched the first product featuring HeiQ’s AeoniQ fibre – a limited edition seamless high-performance polo shirt.

The product is made with 87% AeoniQ, a new cellulosic yarn created from certified wood pulp – one of the many renewable raw materials it can be made from – with the same performance attributes as polyester.

“This first launch by Boss makes the goal of replacing polyester with a more sustainable alternative tangible, while retaining all of the features that have made synthetic fibres so widespread,” said HeiQ CEO Carlo Centonze. “Until today we called HeiQ AeoniQ a project. From now on it is a brand that delivers the promise of sustainability and true circularity.”

AeoniQ is a more sustainable, circular and closed-loop cellulosic textile yarn. Fabrics made from it are on par with conventional fabrics like polyester and nylon due to the yarn’s tensile strength, elasticity and abrasion resistance.

At the same time, they also demonstrate a significantly better environmental footprint.

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