Ecologic
Eco-Friendly Materials
From seed to garment, every material choice reflects our commitment to the planet
At NOWIHT, we believe that truly sustainable fashion starts with the raw materials. We're committed to using the most environmentally responsible materials possible while maintaining the quality and comfort our customers expect.
Our primary focus is on organic cotton, which forms the foundation of most of our collections. We're transparent about where we are today and where we're headed—with a clear roadmap to achieve 100% sustainable materials across all product lines by the end of 2027.
Our Material Approach
Cotton
Primary Material Focus
2027
Full Sustainability Target
100%
Eco-Packaging Now
Primary Material
100% Cotton Foundation
Cotton is at the heart of NOWIHT. The vast majority of our athleisure collection—hoodies, sweatshirts, t-shirts, tracksuits, and dresses—is crafted from 100% cotton. We prioritize cotton because it's a natural, breathable fiber that offers exceptional comfort and durability.
We source our cotton from trusted Turkish suppliers who maintain high quality standards. Turkey has a long-established textile heritage, and working with local cotton reduces our transportation footprint while supporting the regional economy.
Why Cotton?
Cotton is biodegradable, renewable, and requires no petroleum-based inputs. When properly sourced and processed, it represents one of the most sustainable natural fiber options available.
Performance Blend
Cotton-Elastane Blends
Some garments require a small amount of elastane (typically around 5%) to achieve the fit and stretch that customers expect. Our polo shirts, for example, use a cotton-elastane blend to ensure they hold their shape and provide comfortable movement throughout the day.
We're honest about this: elastane is a synthetic fiber, and we use it only where functionally necessary. We continually research bio-based elastane alternatives and natural stretch fibers that could replace synthetic elastane in the future.
- —Maximum 5% elastane content where needed
- —Used only for essential stretch and shape retention
- —Actively researching natural alternatives
In Transition
Pajama Collection Evolution
Our current pajama collection includes some styles with polyester content. We're transparent about this because honesty matters more than perfect optics. These materials were chosen for specific performance characteristics—softness, durability, and ease of care.
However, we've committed to transitioning our entire pajama collection to 100% cotton by the end of 2027. This transition requires careful product development to ensure we maintain the comfort and quality our customers love while eliminating synthetic fibers.
2027 Commitment
By the end of 2027, our pajama and sleepwear collection will be 100% cotton—no polyester, no exceptions. We're already developing new cotton-based fabrics that deliver the same softness and performance.
Luxury Intimates
Silk Satin Collection
Our lingerie and intimates collection features beautiful silk satin pieces with intricate patterns and designs. These fabrics achieve their distinctive sheen and drape through a polyester satin construction—a technical necessity for the specific aesthetic and durability these garments require.
Pure silk is an option, but it comes with significant cost implications that would make these pieces inaccessible to many customers. We're exploring recycled polyester satins and innovative bio-based alternatives that could offer similar properties with a lower environmental footprint.
For customers prioritizing natural fibers, we recommend our cotton-based intimates. For those who love the luxury satin aesthetic, we're working toward more sustainable satin options in future collections.
Eco-Friendly Packaging
100% Recyclable & Compostable Shipping
Every NOWIHT order ships in packaging that's 100% recyclable and compostable. Our mailer bags are made from plant-based materials that break down naturally in home compost or can be recycled through standard recycling programs.
These bags can also be reused as regular shopping bags or composted in your garden. When disposed of properly, they return to the earth without leaving microplastics or harmful residues behind.
100%
Recyclable
100%
Compostable
0
Plastic Waste
Recycled Paper & Natural Inks
All hang tags, care labels, and packaging inserts use recycled paper printed with eco-friendly inks. No plastic poly bags, no synthetic ribbons, no glossy coatings that prevent recycling. Our entire unboxing experience is designed to minimize environmental impact.
Our Material Roadmap
Transparent timeline for full sustainability
Now
Cotton-First Approach
100% cotton for most athleisure. Limited elastane where functionally required. Polyester in select pajamas and satin intimates.
2026
Pajama Transition Begins
Launch first 100% cotton pajama styles. Test bio-based elastane alternatives. Research sustainable satin options.
End of 2027
Full Pajama Collection Converted
100% cotton pajamas across entire collection. Continued progress on satin alternatives and elastane replacement research.
Beyond 2027
Continuous Improvement
Ongoing research into bio-based alternatives for all synthetic materials. Goal: eliminate all petroleum-based fibers across all product lines.
Our Promise
Honest Progress, Real Results
We're not perfect, but we're committed. Every decision moves us toward a more sustainable future. Thank you for joining us on this journey.
SHOP SUSTAINABLE