Seawool® and Cotton Blend Launches New Era of US Sustainable Fashion

sustainable material born from upcycled oyster shells and engineered for everyday comfort.

With our new 60/40 cotton-Seawool® blend, we’re showing that circular textile innovation can scale globally to empower our US customers while creating new possibilities for today’s consumers.” Key Benefits: Odor Resistance, Thermal Regulation, and Cost Savings Unlike conventional cotton, the Seawool® blend is engineered to deliver exceptional odor resistance, making garments stay fresher, longer, particularly important in athletic and outdoor wear.

The inclusion of oyster-shell powder lends thermal regulation, maintaining temperature stability by leveraging the material’s low thermal conductivity. From a production perspective, the value shines through. The company now produces 2,500 tons of Seawool® annually, giving new life to 500 tones of oyster shells each year.

The cost advantage is a game changer—Seawool® is estimated at just one-tenth the cost of down and one-twentieth the cost of high-grade wool, making sustainability genuinely accessible. Scaling Circular Innovation With sustainability front and center in the international fashion industry—an agenda echoed at COP30 this…