Hugo Boss partners with HeiQ, invests $9 million in sustainable green fibre technology

German mid-luxury fashion company HUGO BOSS recently announced that it has entered a strategic partnership with Swiss sustainable textile and materials developer HeiQ. The core element of the partnership is a $5 million equity investment. It is supplemented by exclusive partnership arrangements of up to $4 million, conditional to achieving certain performance milestones. 

Through the partnership, HUGO BOSS and HeiQ will develop the so-called “holy grail” clothing fibres known as AeoniQ. AeoniQ is carbon-zapping and recyclable, and its manufacturing generates near-zero waste and emissions.

“We are all the more encouraged by HUGO BOSS becoming an important strategic partner for HeiQ and our innovation platforms. Together, we have every confidence in being able to scale the disruptive potential of our unique bio-based HeiQ AeoniQ technology, which contributes strongly to decarbonising the textile industry and reducing plastic microfiber in our oceans,” said HeiQ co-founder Carlo Centonze. 

According to the press release posted in HUGO BOSS’ website, HeiQ AeoniQ yarns are made out of cellulosic bio polymers derived from multiple sources of textile waste, such as recycled textiles, algae and bacterial cellulose and conventional wood pulp. HeiQ claims that AeoniQ uses no toxic chemicals and does not draw on arable land, pesticides or fertilisers for its feedstock.

“This will deliver beyond the mission of improving lives of billions of people to improving the lives of countless aquatic organisms,” Centonze added. 

As a sustainable, circular and closed-loop recyclable cellulosic yarn, Aeoniq will replace HUGO BOSS’ polyester and nylon. This deal is known as HUGO BOSS’ first sustainability-linked investment - a part of the company’s efforts to increase the use of sustainable materials in order to achieve its sustainability targets. 

Last year, the company introduced its new 2025 growth strategy “CLAIM 5” where it pledged its bold commitment to sustainability. 

“Our exciting partnership with HeiQ represents yet another important milestone on our journey towards becoming the leading premium tech-driven fashion platform worldwide. Consistent with our bold mission statement ‘We Love Fashion, We Change Fashion,’” said HUGO BOSS CEO Daniel Grieder. 

“At HUGO BOSS, we are committed to contributing to a greener planet and we want to be at the forefront when it comes to driving positive change within the fashion industry,” Grieder stated.