US fashion brand Guess collaborates with sustainable textile solution company Interloop to introduce low-impact fibres in its new denim collection. The collection will feature Interloop's Loomshake blend, comprising cotton, post-consumer recycled cotton, and banana fibre, created by repurposing discarded resources. Launching in September 2024, this collaboration underscores Guess's commitment to sustainability.

Loomshake, described as an innovative blend of cotton and banana fibre, showcases Interloop's technology, previously utilized in hosiery by Dinner Service NY. This partnership with Guess marks a strategic expansion for Interloop, extending its commercial application to denim and knitted apparel.

In addition to Guess and Interloop's collaboration, other apparel players like Finnish fibre maker Spinnova are innovating with eco-friendly materials. Spinnova's strategic partnership with Suzano aims to increase production following successful tests on Suzano's eucalyptus-based microfibrillated cellulose (MFC) raw material specifications, further contributing to sustainable fashion practices.