The New Cotton Project explores a solution for preventing cotton-rich textile waste from being wasted and using it instead to create new raw materials for the industry. The project brings together twelve pioneering players from across the value chain to demonstrate a circular blueprint for commercial garment production. Textile waste is collected and sorted, and regenerated into a new, cellulosic fiber, Infinna™, using Infinited Fiber Company’s technology. The fibres will be used to create different types of fabrics for clothing that will be designed, manufactured and sold by global brands adidas and H&M in 2022. The project also aims to act as an inspiration and steppingstone for further, even bigger circular initiatives in the industry going forward.