HyperNatural uses sustainable fabrics to make biodegradable and compostable polo shirts. The Wisconsin-based clothing brand focuses on creating shirts made from natural and recycled materials, including organic cotton, yarn scraps, and even crab shell waste.
The company also works only with cotton farmers who practice regenerative farming techniques, creating a circular and sustainable business to design comfortable, high-quality, and fashionable shirts. HyperNatural is about both sustainability and a great luxury product.
“A lot of sustainable products focus on marketing and what stories to tell; but the product too often is not awesome or differentiated from what’s in the market today,” Chris Kolbe, HyperNatural co-founder, told “Sustainable Brands.”
“If we’re going to make something sustainable, it has to be an awesome product first,” he continued. “We want people to wear the product regardless of its sustainability … What drives consumption and brand loyalty is a combination of product and brand; so, if you make a really great product that also has a virtuous benefit or brand connection, then you have a real competitive advantage in the market.”
Photo Courtesy HyperNatural
The company is a direct response to the problems of the world’s clothing industry, where the bulk of products are made with highly polluting materials. As reported by CNBC, Polyester is the most widely used apparel fiber worldwide, and it takes decades to decompose. The material, when washed, also releases microplastics that end up in the global water supply for years.
By using only easily recycled products such as reclaimed yarn, organic cotton, and mother-of-pearl buttons, HyperNatural says it ensures that its products are at least 95% biodegradable.
The last 5% of the shirt is recycled spandex. Making the transition to a bio-based spandex is high on HyperNatural’s to-do list.
Photo Courtesy HyperNatural
“In the end, we’re trying to eliminate polyester from being a real option in apparel,” Kolbe said to “Sustainable Brands.” “Nature is the way to do it. Nature is our hero.”
For HyperNatural, sustainability goes beyond just the shirts’ construction materials. The company also uses Supima cotton, which is more than 50% U.S.-grown, to reduce shipping emissions. Also, the company says its factories use energy-efficient grade machinery for knitting and dyeing processes. HyperNatural is working toward 100% natural and regenerative materials by 2025.
Photo Courtesy HyperNatural
The company’s shirts already have attracted a legion of fans, who enjoy the quality and comfort and also support HyperNatural’s commitment to move the apparel industry away from a reliance on polluting synthetic materials. By combining cotton with unique recycled and organic waste streams like crab, HyperNatural is opening up a new road for clothing manufacturing.
“We’re working really hard on the source level to reduce the need for synthetic, petrochemical materials,” Kolbe told “Sustainable Brands.” “That’s our main goal. That’s how we can have the biggest impact on carbon and end of life.”“We think nature is … awesome. That is luxury. Nature feels good — whether it’s on your body or you’re in it,” he continued.
