Chanel Launches Revolutionary Recycling Business, Nevold
In a bold move to address luxury’s resource scarcity problem, Chanel has announced the launch of a new recycling business called Nevold. Led by former Patou CEO Sophie Brocart, this standalone imprint will produce recycled materials from fabric offcuts, unused textiles, and unsold items at scale.
With the fashion industry facing criticism for its waste problem, Chanel is taking a proactive approach to sustainability. The company’s president of fashion, Bruno Pavlovsky, explained, “At Chanel, we didn’t destroy unsold products. But we also didn’t yet have a real system to understand their full potential. Nevold is that system.”
Under the Nevold umbrella, there are three key operations: L’Atelier des Matières, Filatures du Parc, and Authentic Material. These companies will work together to find solutions for textile waste and create recycled materials, such as wool yarn and leather, for use in luxury products.
Chanel’s ultimate goal is to contribute to a more circular economy and transform the entire product lifecycle. As Pavlovsky stated, “It’s not about Chanel recovering her waste to do Chanel. It’s Chanel recovering waste from Chanel and from whoever on the market who [is] ready to sell us the waste to recreate a new kind of materials.”
With Nevold, Chanel is setting a new standard for sustainability in the luxury fashion industry. This revolutionary business venture is just one example of the brand’s commitment to innovation and progress.
