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.

Loomshake is described as an innovative blend of cotton and banana fibre that is made by repurposing discarded resources.

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.

This announcement highlighted the company’s continued commitment to mitigating its environmental impact and advancing towards decarbonisation.

Other apparel players innovating with eco-friendly materials include Finnish fibre maker Spinnova, which has a strategic partnership with Suzano to ramp up production after conducting successful tests on Suzano's eucalyptus-based microfibrillated cellulose (MFC) raw material specifications.