An American brand is producing polo shirts made from natural and recycled materials.

HyperNatural’s unique fabric is crafted from organic cotton, recycled yarn scraps, mother of pearl buttons, and waste crab shells and jade stone — resulting in a garment that’s soft, cool to the touch, sweat- and odor-absorbing.

Currently 95 percent of HyperNatural material is biodegradable and the brand is working toward 100 percent natural and regenerative materials within the next two years. Though sustainability isn’t HyperNatural’s main value proposition, the company promotes natural materials over polyester.The startup flipped the typical design-first approach in the garment industry and started from the material up — developing a yarn blend of waste materials including jade stone, chitin derived from crab shells, and scrap cotton from mill floors. HyperNatural will also work closely with cotton farmers to use regenerative farming techniques.

HyperNatural is a part of a growing movement of brands aiming to redefine luxury through a sustainability lens. A lot of sustainable products focus on marketing and what stories to tell but the product too often is not differentiated from what’s in the market. Polyester is the most widely used clothing fiber in the world but it has health effects and takes decades to decompose.