German premium fashion company Hugo Boss has revealed its first product made with HeiQ AeoniQ fibre, a seamless high-performance polo shirt.

The shirt is crafted with 87% HeiQ AeoniQ, a revolutionary cellulosic yarn created from certified wood pulp, featuring the same performance attributes as polyester. The launch marks a milestone within the partnership that will enable the replacement of synthetic fibres and reduce their impact on the planet.

The new style is part of the Boss Green collection line, designed for urban environments with Boss’ renowned performance-driven qualities and worn by Italian tennis player Matteo Berrettini. 

The first Innovation drop of the Polo Shirt is available in limited quantities at the global eCom of Hugo Boss.

Carlo Centonze, CEO at HeiQ, commented: “This first drop by Hugo Boss makes the dream of replacing polyester for a more sustainable alternative tangible while keeping all the features that made synthetic fibres so widespread. Until today we called HeiQ AeoniQ a project. From now on it is a brand that delivers the promise of sustainability and true circularity for the benefit of the planet.”

For Hugo Boss, the exciting partnership with HeiQ represents yet another important milestone on its journey towards becoming the leading premium tech-driven fashion platform worldwide. Consistent with its bold mission statement ‘We Love Fashion, We Change Fashion’, the game-changing technology will enable Hugo Boss to further push innovation and sustainability across its brands’ offerings, thereby driving measurable impact for the environment and society alike.

www.heiq.com