Latest research conducted by Naia from Eastman proves loungewear trend is here to stay with 78 per cent of women in the US and Europe selecting comfort as their top priority when selecting loungewear. Other findings show 74 per cent of respondents dressed more casually at home and 66 per cent are also choosing to dress more casually outside of the home.

Consumers also want more comfortable fabrics and more versatile loungewear and will likely purchase more loungewear items in the future. The survey results showed 61 per cent of women invested in more casual clothing, with 44 per cent reducing the amount of formal clothing in their wardrobes. They also prefer more sustainable loungewear with new and different fibers and would like brands to offer more of those options.

The study also highlighted a satisfaction gap among consumers who wanted better loungewear comfort, fit, quality, drape and durability. With Naia, Eastman aims to collaborate with brands to fill this gap and help them enhance the consumer shopping journey.

Available as both a filament yarn and a staple fiber, Naia Renew cellulosic fiber is inherently soft, is quick drying and has reduced pilling properties. It blends well with other eco-friendly materials, such as modal and recycled polyesters, to produce sustainable fabrics for everyday garments – including tops, dresses, jumpsuits, twinsets, t-shirts, comfy pants and sweaters.

Naia Renew is produced from 60 per cent sustainably sourced wood pulp and 40 per cent hard-torecycle waste materials, which would otherwise be destined for landfills or incinerators, with a low carbon footprint in a closed-loop process where solvents are safely recycled back into the system for reuse.