US fashion brand Guess is adopting sustainable textile solution company Interloop’s low-impact fibres in its new denim collection. Loomshake is a blend of cotton and banana fibre which is made by repurposing discarded resources.
The collaboration will see Interloop’s Loomshake blend of cotton, post-consumer recycled cotton, and banana fibre being used in a Guess denim collection from September 2024.
Interloop explained its technology has been used previously in hosiery by Dinner Service NY, however this partnership with Guess will mark a strategic progression for the company by extending its commercial application into additional product categories such as denim and knitted apparel.
Interloop added that its collaboration with top brands in sustainable innovation extends beyond partnership. It is said to signify shared values and a commitment to advancing responsible sourcing in the fashion industry through collective action.
Last June Interloop Limited became the first large-scale company in Pakistan to receive validation from the Science Based Targets initiative (SBTi) for its greenhouse gas emissions reduction targets.