EASTMAN NAIA
LOUNGEWEAR INNOVATION
Eastman Naia’s staple fiber is a sustainable material with inherent softness, quick-drying capability and reduced pilling properties. Responsibly sourced from sustainably managed pine and eucalyptus forests and plantations, it is the ideal environmentally friendly choice for comfortable casual wear – a category that has been on the rise lately, especially since the move to home working began earlier this year. Brands are using this material to create soft and smooth garments, as comfortable for a busy day as for a cozy night on the couch. Eastman’s consumer research has found that comfort is one of the most crucial purchasing decision factors for consumers. Across the US, the UK, China, Italy and Germany, the percentage of people who say comfort is very important to their clothing purchases outweighs the number of those who are very satisfied with the current comfort of their clothing. Eastman Naia recently collaborated with Alibaba’s manufacturing platform Xiyou and intimate loungewear brand Ubras to create an entire collection with this innovative fiber, as have multiple other wellknown international brands.