Fidest – Agenzia giornalistica/press agency

Quotidiano di informazione – Anno 33 n° 335

Maisie Williams dresses up with Infinited Fiber

Posted by fidest press agency su sabato, 30 novembre 2019

Espoo. Global fashion brand Weekday decided to show initiative in circular fashion on White Monday and is now the world’s first global fashion brand who has published a garment from IFC fabric. The result is astonishing! Weekday wanted to raise awareness of IFC by contacting Maisie Williams who’s known to speak about causes she cares about. Maisie co-designed a two-piece outfit which is made entirely from IFC fabric. She will also be wearing it at a public event to spread the circular fashion message.“I’ve loved working with Weekday. I’m so excited to work with a fashion brand that is taking a conscious step forward. The IFC fabric looks and feels just like any other denim and for Weekday to create the first custom piece of its kind, for me, leaves me flattered,” says Maisie Williams, Actress.
IFC’s groundbreaking technology enables the millions of kilos of textile waste that is currently burned or landfilled, to be turned into a cost efficient, high quality cotton-like fiber. The Monday before Black Friday is a perfect time to open your mind for circular alternatives.”Infinited Fiber Company has a really interesting new recycling technique that has potential to help Weekday in our goal towards 100% recycled or sustainably sourced materials. For us, this material is extra interesting because of its cotton-like appearance and durability,” says Ulrika Jakobsson, Sustainability and Material Responsible at Weekday.IFC provided Weekday with a few meters of newly processed denim fiber to test and they are now the first in the world to use this fabric.“Weekday is one of our Hero brands helping us to scale-up even faster to make our innovation available to everyone. It has been exciting to work together with Maisie to prove that sustainable fashion does not mean any compromises,” says Petri Alava, CEO, Infinited Fiber.At the moment this garment is not a collection that can be purchased. Weekday is testing the material and they are hoping to create a full collection soon.IFC‘s technology is operating in Finland and is patented, proven and ready for global up-scaling and licensing. Its investors include global fashion corporation H&M Group and Singapore based global biomaterials company RGE Pte Ltd.


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