From biobased elastane to stricter legislation against Ultra Fast Fashion: in June 2025, numerous steps were taken again towards a more sustainable fashion industry. FashionUnited lists nine striking initiatives and developments.
Freitag launches rental service ‘Freitag Rent’
Bag brand Freitag introduced its own rental service in June under the name ‘Freitag Rent’. Through this platform, customers can rent a bag for a short period, for example for travel. With this step, Freitag wants to reduce consumption and stimulate circularity.
Fashion for Good investigates scaling up innovative materials with altmat
Innovation platform Fashion for Good started a collaboration with Altmat, a producer of textile based on materials from agricultural waste. The goal: to identify the obstacles that hinder the use of new materials in the commercial fashion chain and actively remove them.
O My Bag introduces Digital Product Passport for Transparency
The Dutch accessory brand O My Bag launched a digital product passport that provides information per bag about material use, production conditions and maintenance. The passports are available via a QR code on the label or on the hang tag.
Recover and Textilegenesis test traceability of recycled cotton
Recycling company Recover and tracing platform Textilegenesis joined forces to be able to follow the origin of recycled cotton within the supply chain. The intention is that the material can be followed from fiber to end product.
Droppie is expanding sustainable store concept in The Hague
Recycling company Droppie will soon open four new locations in The Hague, reports co -founder Stef Traa via LinkedIn. In these branches, consumers can hand in clothing, shoes, electronic devices, cans and plastic bottles via the dropbot machine. The items submitted are separated and recycled, and users receive a fee directly via the Droppie app.
French Senate approves the law against Ultra Fast Fashion
France is taking a firm step towards responsible consumer behavior: the Senate approved a law that is restricting Ultra Fast Fashion. The law aims, among other things, restrictions on marketing and extra tax for polluting models.
Lycra brings biobased elastane to the market
Lycra introduces commercial elastane that is partly based on corn. This biobased alternative must lower the ecological footprint of stretch substances and offers a more sustainable option for fashion brands.
Better Cotton transforms to regenerative model as standard
Cotton stand Better Cotton announced that it would develop into a regenerative standard. Farmers are supported in improving soil health, water use and biodiversity. The transition marks an important shift in the industry.
Circulose concludes long -term collaboration with H&M
The Swedish textile innovation company Circulose, formerly Renewcell, concluded a multi -year agreement with H&M. The deal must enable the use of recycled cellulose fibers on a larger scale and reduce the use of Virgin cotton and viscose.
