Summary
- Chanel is launching a recycling business called Nevold.
- The entity will produce recycled materials from fabric offcuts, unused textiles, and unsold items at scale to address luxury’s resource scarcity problem.
As a passionate gamer, I’d say it like this: “After seeing my in-game purchases drop due to less interest, Chanel has shared exciting news – they’re diving into a fresh gaming world! It’s an independent label focused on creating high-quality digital items, using leftover fabrics, unwanted textiles, and unsold merchandise in massive quantities.
Known as Nevold (short for “never old”), this entity is steered by Sophie Brocart, a previous CEO of Patou, who recently joined the Chanel team in January. Under her guidance, Nevold aims to evolve into a “business-to-business open platform” that addresses resource scarcity, as several popular textiles used in luxury goods, such as cashmere, silk, and leather, are under threat due to climate change, according to Business of Fashion.
The company tackles the issue of waste within the fashion industry, particularly associated with fast fashion. Interestingly, even luxury brands contribute significantly to the harm, as the unsold inventory at prominent corporations such as Kering and LVMH has soared to billions of dollars over the past ten years.
Bruno Pavlovsky, the head of fashion at Chanel, explained to Vogue Business that they first pondered about what becomes of materials that don’t end up in the final product or have reached the end of their initial lifespan. “At Chanel,” he said, “we didn’t destroy unsold items, but we also hadn’t established a comprehensive system to fully exploit their potential. Nevold is such a system.
As a gamer, I’m part of the Nevold family, where we have three main divisions:
1. L’Atelier des Matières – This isn’t just any workshop, it’s a creative space where brands collaborate to find innovative textile waste solutions. It was even Chanel-crafted!
2. Filatures du Parc – Known as the leading European mill for spinning wool, they specialize in creating yarns from recycled materials. They’re truly setting trends with their eco-friendly approach.
3. Authentic Material – This is our French leather recycling division. They take pride in giving new life to discarded leather, turning it into high-quality materials once again. It’s all about sustainability and authenticity here!
In partnership with every company involved, Chanel aims to integrate Nevold as a significant element within a comprehensive “transformation journey” that redefines the entire product life cycle, fosters innovative skills and careers, and promotes a more sustainable circular economy, as stated in a press release.
According to Pavlovsky, it’s not just about Chanel reusing their own waste for Chanel purposes. Instead, it’s about Chanel utilizing waste produced by Chanel and other market sources, who are willing to sell this waste, to create innovative new materials.
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2025-06-09 21:55