Evrnu Debuts Revolutionary Recycled Hoodie As Bono Backs H&M’s Latest Sustainable Fashion Effort

A new cream-coloured woven knit Evrnu hoodie, crafted from NuCycl, a fully recyclable lyocell fabric derived from cotton textile waste, was designed in collaboration with renowned American fashion designer Christopher Bevans who has designed for brands including Nike and Eddie Bauer and was a Woolmark Innovation Prize and CFDA/Vogue Fashion Fund finalist. The hoodie is meant to be an investment piece at $600, underscoring Evrnu and Bevans’ commitment to combining high-quality, luxurious design with environmental responsibility.

“Our pivot here was to adequately charge for what it costs to build the product and get it into the hands of the consumer,” Stacy Flynn, co-founder and CEO of Evrnu, told Vogue Business. “And more importantly, get the messaging out there around why the product is special and how the product is an upgrade.” Flynn says the fashion industry is at an inflection point “where good design and innovation have come together to create a new standard.”

Bevans, who is also behind his own label DYNE, says his ultimate goal is for other brands, mills, and designers to want to utilise the Nucycl yarn. “It’s really easy to work with,” Bevans told Vogue Business. “The more we can talk about it, [the more we can make] it accessible, and educating the new, young, upcoming designers so they’re requesting these types of things.” The collaboration brings a unique blend of innovation and sustainability to the forefront of fashion. “This collaboration with Evrnu represents a new frontier for the fashion industry, allowing us to bring customers sustainable products without any trade-offs, including sacrificing quality,” the designer said.

“I’ve traveled the world and been inside many factories,” Bevans says. “I’ve seen so much wastage. Recycling capabilities are here, and it’s time for us to push the industry to adopt them.”

The 360 Hoodie, part of Evrnu’s “Responsible Collection,” is made to order through zero-waste knitting technology from Variant3D, showcasing a practical approach to reducing production waste. Additionally, it features a QR code on its label, directing customers to recycling instructions, emphasizing the company’s vision for a closed-loop product lifecycle. Upon reaching its end of life, the garment can be returned to Evrnu for recycling into new apparel, further reinforcing the sustainability ethos. It joins a number of startups, including the recently bankrupt Renewcell, along with efforts Syre and Circ, in focusing on recycled fibers. With a recent $31 million in funding, Evernu is set to open its first commercial facility later this year in South Carolina.

Fast fashion giant H&M Group also recently announced it has teamed up with U2 frontman and climate activist Bono to invest in a groundbreaking North Carolina facility dedicated to producing recycled polyester. This marks H&M’s inaugural manufacturing venture in the U.S. The partnership aims to address the urgent need for sustainable fashion solutions amid rising concerns over the industry’s carbon footprint and water usage.

Bono’s TPG Rise Climate is supporting a new H&M U.S. recycling facility. | Courtesy

Sweden-based H&M Group with $22 billion in revenue last year and more than 4,000 stores, is joining forces with Swedish investment company Vargas Holding to form Syre. Vargas Holding, known for its commitment to funding “green” companies, has mobilized $20 billion in equity and debt since 2014. The collaboration also includes significant backing from TPG Rise Climate, an investment fund co-founded by Bono and the Texas-based private equity group TPG in 2016. Together, TPG and Vargas are injecting approximately $60 million into constructing the facility in North Carolina.

The fashion industry is responsible for ten percent of global carbon emissions and 20 percent of wastewater production, according to the United Nations Economic Commission for Europe. Fast fashion’s increasing demand has exacerbated these issues, with companies like H&M, Zara, Boohoo, and Shein driving the sector. Despite its fast-fashion model, H&M is committed to enhancing the sustainability of its clothing without scaling back production. In 2022, the company announced its goal to double sales by 2030 while ensuring all materials are either recycled or sourced sustainably.

The North Carolina plant is pivotal to the company’s goal, with H&M Group securing an offtake agreement with Syre valued at $600 million over seven years, which will fulfill a considerable portion of its long-term recycled polyester needs. Syre’s innovative technology and production processes at the North Carolina plant promise to reduce CO2 emissions by as much as 85 percent compared to production of virgin polyester made from oil.