Chanel just made a big move, and it’s not a new bag or perfume. The brand launched Nevold, a new business focused on recycling materials and making luxury fashion more sustainable. Instead of letting leftover fabrics, plastics, and leathers go to waste, Chanel wants to give them a second life.
The name Nevold comes from “never old,” and that’s the goal: to keep using high-quality materials again and again instead of throwing them away. Chanel is investing up to €80 million into this new project, and it’s not just about helping the planet—it’s about creating long-term solutions for the fashion industry.
What makes Nevold different is that it doesn’t focus on resale or vintage fashion. It goes deeper into the raw materials that make Chanel’s clothes, bags, and shoes. That means things like recycled tweeds, silk, and even new types of plastic-free reinforcements for heels and handbag straps. The recycled materials are then used to make new Chanel products without sacrificing quality.
This move is also smart from a business angle. With the rising cost of materials like cashmere and cotton—and growing pressure for fashion to clean up its act, Chanel is protecting its future. It’s also planning to offer these recycled materials to other brands, even outside of fashion, like sportswear or cars.
So, is it real change, or just another luxury brand trying to look green?
Chanel says it’s serious. There are no flashy promises, just a long-term plan to build better materials and use them again and again. If it works, Nevold could become one of the most important things Chanel has done in decades, not just for style, but for the future of fashion itself.
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