Worn-out cotton textiles become new fiber for kidswear
Reima, the leading kids-only activewear brand from Finland, and Infinited Fiber Company, a Finnish technology and fashion powerhouse, have joint forces to explore new possibilities for future kidswear. As a result of the cooperation, Reima launches the world’s first kids’ hoodie that’s made with the innovative InfinnaTM fibers. InfinnaTM, regenerated 100% from textile waste, gives a new life to worn-out textiles, thus helping the industry shift toward circularity.
“Reima always puts the child in focus. Our company’s reasons to exist are kids and their future, which means we must always strive to act sustainably,” states Reima CEO Elina Björklund. “Longevity is a vital element in the sustainability of clothing. This hoodie not only lengthens the life of cotton textiles, but we’ve also designed it to be used for a long time: the product literally grows together with the child, and as a classic style, it can be passed on to the next user. Once it’s used up, it can get a new life thanks to Infinited Fiber’s innovation. Finally, circularity is reality, and we all at Reima are super proud to be part of it.” .
“We are so excited to partner with Reima, iconic Finnish children’s wear brand. Uudesti hoodie is the first commercial kidswear product made with InfinnaTM, and we are so happy with Reima’s fantastic design! This collaboration is an affirmation that InfinnaTM meets the durability and safety requirements essential for kidswear materials,” says Kirsi Roine, Key Account Director at Infinited Fiber Company. “Alike kids, we at Infinited Fiber are curious by nature. It has enabled us to innovate a technology that regenerates textile waste into brand new fibers and lessens the need to grow new materials with heavier footprint. Together with brands like Reima, we can push textile circularity forward for the benefit of kids - who are the future”, she continues.
How was the Reima InfinnaTM hoodie born?
Reima and Infinited Fiber started a dialogue about the exciting potential of InfinnaTM fiber and possible cooperation in 2022. After Reima’s Finnish designers got to have their say, the story of the hoodie began. It’s an example of European cooperation for a new, greener textile industry:
Infinited Fiber Company in Finland processes post-consumer textile waste such as used t-shirts, jeans, and sheets into completely new regenerated fiber
Inovafil in Portugal spins the InfinnaTM fibers into thin yarn, blending them with organic cotton farmed in Tanzania
Eusebio in Italy knits the sweatshirt fabric and brushes it to be nice and soft on the inside Tuotenauha in Finland produces the care labels and other trims for the hoodie
Ommellinen in Jyväskylä, Finland, cuts and sews the hoodies
Reima stores in Finland (excluding outlets) sell the hoodies to families – Reima also gives a part of them out to tester families in Sweden and Germany!
The name of the hoodie is Uudesti. That’s Finnish for again or anew.
- - -
Reima is a globally leading kids' activewear brand. Founded in Finland in 1944, Reima employs around 350 people. The company’s turnover was €154 million in 2022. Reima’s products and solutions are available in over 50 countries and 85% of net sales come from international markets. Reima’s mission is to gear up the next generation of happy, active kids, preparing them for the world to come. Our design principles are innovation, functionality, safety, and fresh Finnish design. The clothing is approved by the world’s toughest testers: children.
Infinited Fiber Company briefly
What if you could stop used textiles from ending up as waste and instead capture the value of their precious raw materials? Regenerate them into beautiful, new textile fibers that look and feel like cotton. That’s what Infinited Fiber Company’s technology does. It turns cellulose-rich materials – like cotton t-shirts, jeans and bed sheets – into high-quality fibers that go by the name Infinna™. Learn more: infinitedfiber.com