Never old.

Chanel is taking a new step toward sustainability with the launch of Nevold (short for “never old”), an independent company dedicated to recycling textile waste and producing regenerated raw materials. Announced just a few days ago, the project goes well beyond regulatory compliance—it’s a strategic move aimed at reshaping the future of the supply chain.
While textile waste is often associated with fast fashion, luxury brands are far from exempt. With millions of units produced each year and mounting regulatory pressure from the EU, high-end labels are being pushed to reduce their environmental impact and find value in surplus inventory.
In this context, Chanel is positioning waste as a resource. Nevold is designed to serve two purposes: a research and development hub for circular materials, and a B2B supplier producing new raw materials from offcuts, unsold goods, and unused fabrics—not just from Chanel, but from any brand willing to participate.
The goal isn’t to reproduce Chanel products with recycled inputs, but rather to develop innovative materials that can replace virgin resources across multiple sectors, including fashion, sports, hospitality, and automotive.
After years of quiet investment—dating back at least to 2019—the French maison is now formalizing its commitment to circularity, establishing a new industrial model that combines excellence, innovation, and sustainability in a forward-looking vision of luxury.