An adversary to fast fashion
The Finnish company Infinited Fiber has a plan for changing the way things go in the textile industry. What they want is ambitious yet simple: to use a new and versatile textile fiber out of textile waste and change the life cycle of the product from the linear fast fashion economy to a circular one. This means going from a “create it, use it, throw it” type of mentality to a “recycle it, reuse it” kind of mindset.
For Petri Alava, CEO and founder of the company, this project aims at tackling several problems caused by the clothing manufacture, such as the waste of fabric, or the massive environmental impact, consisting of the use of an inconceivable amount of water, more air pollution than the travelling industry, and more than a third of microplastics released in our oceans.
€44.6 million raised to make the textile industry more sustainable
The Finnish enterprise received a total of €44.6 million in funding from 8 different companies, among which three businesses working in the clothing sector: the sportswear manufacturer Adidas, the venture capital arm of the Swedish company H&M, and the clothes and accessory web-shop Bestseller.
Infinna™ is made out of cellulose materials gone to waste (like old textiles, used cardboard, and crop residues), transformed into exceptionally high-quality fibers. It looks like cotton, it feels like cotton, and the versatility of this new fiber makes it easy to work with. This transformation process also resists synthetic fibers such as polyester and elastane. In addition, it doesn’t release CS2, a gas that was proven dangerous for the environment and people’s health. It is a technological win on every level.
In 2018, the European Union decided on a new strategy to make the textile industry more sustainable. Infinited Fiber’s product completely fits into this program, which encourages measures to make textile products “fit for circularity”, “tackling the presence of hazardous chemicals”, to reduce the waste of textiles by the year 2025 considerably. The firm also promotes the simplicity of partnering on its website, thus helping other companies go greener.
One more voice to solve global issues
Convinced about the strength of working hand in hand, the Finnish business partners with a few organizations and projects to involve even more people in the change towards circularity and sustainability. Among these, we can find a partnership with the CIRFS, the European Man-made Fibres Association, an organization striving to facilitate the industry’s transition to long-lasting and viable standards.
Infinited Fiber plays its role in the New Cotton Project, a European group promoting a circular model in the fashion industry. Each of the twelve members works on a different and defining program. The company is also part of Textile Exchange, a global non-profit helping businesses in all parts of the supply chain within the fashion industry to increase their efforts in becoming a fairer and more sustainable practice.
An experienced founder in environmental technology
Petri Alava, CEO and founder of the company, is no stranger to the entrepreneurial world. Indeed, he had several experiences in managerial and directorial positions before working at Infinited Fiber Company. One might mention his experience as the Chief Executive Officer of SETCleanTech, a Finnish and Russian company aiming at reducing our carbon footprint in the management of trash by proposing a technology replacing the use of fossil fuel.
With his background in environmental technologies, Alava has always been working towards implementing greener and cleaner technologies, reducing industries’ impact on our planet, and protecting resources.