Worn Again, a company working to reduce textile waste, has partnered with Kering and H&M. The UK-based company was founded in 2005 to recycle discarded textiles into consumer products. It has worked with brands such as Virgin Atlantic, Eurostar, and Marks & Spencer to reduce textile waste. Worn Again has developed a new technology that separates and chemically extracts only the polyester and cotton components from discarded clothing. This solves the problems of separating the recovered mixed fibers and removing dyes and chemicals. Kering, its subsidiary Puma, and H&M plan to use the extracted fibers to create new fabrics and clothing. "This collaboration is a great example of innovation, offering a radical solution to reduce textile waste and at the same time creating new ways to source sustainable raw materials for Kering's Sport & Lifestyle brands," said Marie-Claire Davot, Kering's Chief Sustainability Officer.