Hugo Boss x HeiQ AeoniQ

WHAT WE SAY:

HeiQ's first announcement of its carbon-capturing cellulosic yarn, designed to replace microplastic-shedding synthetic fibres, came with the proviso that it wouldn't be commercially available until late 2024. But Hugo Boss' strategic partnership with the Swiss biotech startup has given us an early glimpse of the disruptive fibre in action. 

The German fashion house is the first to bring a HeiQ AeoniQ garment to market with the release of its Seamless Polo Shirt. The label's multimillion dollar investment in the sustainable startup secured primary access to the novel yarn. But Hugo Boss' decision to blend a plastic-free, "endlessly recyclable" fibre with a petroleum-based one undermines its efforts to push sustainable textile offerings. This collaboration has undoubtedly left us wanting more, and we hope this is just an experimental step in the industry giant's venture towards plastic-free fashion.