Maisie Williams dresses up with Infinited Fiber
November 25, 2019
Global fashion brand Weekday decided to show initiative in circular fashion on White Monday and is now the world’s first global fashion brand who has published a garment from IFC fabric. The result is astonishing!
Weekday wanted to raise awareness of IFC by contacting Maisie Williams who’s known to speak about causes she cares about. Maisie co-designed a two-piece outfit which is made entirely from IFC fabric. She will also be wearing it at a public event to spread the circular fashion message.
“I’ve loved working with Weekday. I’m so excited to work with a fashion brand that is taking a conscious step forward. The IFC fabric looks and feels just like any other denim and for Weekday to create the first custom piece of its kind, for me, leaves me flattered,” says Maisie Williams, Actress.
IFC’s groundbreaking technology enables the millions of kilos of textile waste that is currently burned or landfilled, to be turned into a cost efficient, high quality cotton-like fiber. The Monday before Black Friday is a perfect time to open your mind for circular alternatives.
”Infinited Fiber Company has a really interesting new recycling technique that has potential to help Weekday in our goal towards 100% recycled or sustainably sourced materials. For us, this material is extra interesting because of its cotton-like appearance and durability,” says Ulrika Jakobsson, Sustainability and Material Responsible at Weekday.
IFC provided Weekday with a few meters of newly processed denim fiber to test and they are now the first in the world to use this fabric.
“Weekday is one of our Hero brands helping us to scale-up even faster to make our innovation available to everyone. It has been exciting to work together with Maisie to prove that sustainable fashion does not mean any compromises,” says Petri Alava, CEO, Infinited Fiber.
At the moment this garment is not a collection that can be purchased. Weekday is testing the material and they are hoping to create a full collection soon.
IFC‘s technology is operating in Finland and is patented, proven and ready for global up-scaling and licensing. Its investors include global fashion corporation H&M Group and Singapore based global biomaterials company RGE Pte Ltd.
For more information, please contact:
Antti Ratia, Communications Manager, Infinited Fiber Company
tel. +358 400 715 558
Weekday is a Swedish denim and fashion brand influenced by youth culture and street style. Founded in 2002, Weekday currently ships to 19 markets and has stores in 12 countries, offering a unique retail experience and a curated mix of women’s and men’s assortments as well as a small selection of external brands.