BOSS has successfully transitioned its NovaPoly recycled performance yarn from the lab to the global stage at the 2026 Australian Open. Debuted by ambassadors Taylor Fritz and Matteo Berrettini, the biodegradable textile demonstrates that closed-loop recycled materials can withstand the rigors of Grand Slam competition.
BOSS unveiled its NovaPoly recycled yarn commercially in 2025 as part of the “BOSS THE CHANGE” initiative. The brand is now using the January 2026 Australian Open as elite performance validation and marketing activation.
Brand ambassadors Taylor Fritz and Matteo Berrettini compete in performance kits – including jerseys, shorts, and caps – manufactured entirely from NovaPoly yarn during the Grand Slam tournament. This proves that recycled textile waste can meet the rigorous demands of elite professional sport.
From textile waste to Grand Slam performance
NovaPoly represents HUGO BOSS’s answer to two persistent challenges in performance apparel: reducing reliance on virgin polyester while maintaining the technical specifications demanded by professional athletes.
The yarn is spun from both pre-consumer and post-consumer textile waste, processed through a partnership with suppliers Jiaren Chemical Recycling and NBC LLC. The company enhanced the recycled polyester with a proprietary natural additive designed to accelerate biodegradation in anaerobic (oxygen-free) environments – specifically targeting microplastic reduction in landfills and marine sediment where conventional synthetic fibers persist for decades.
This technical approach addresses a critical gap in recycled polyester solutions: while using reclaimed feedstock reduces virgin resource extraction, standard recycled synthetics still contribute to microplastic pollution through shedding during washing and wear, and remain environmentally persistent at end-of-life. The biodegradable component differentiates NovaPoly by tackling both the sourcing challenge and the disposal problem.
Strategic exclusivity before industry licensing
HUGO BOSS retains exclusive trademark and usage rights for NovaPoly during its inaugural year, limiting the innovation to its own product lines through 2026. This strategic window allows the company to establish market positioning and recoup development investments before opening access to competitors.
The brand has announced plans to license NovaPoly to the wider fashion industry later in 2026, with the goal that industry-wide adoption can drive meaningful reductions in virgin polyester consumption and microplastic pollution.
BOSS THE CHANGE initiative context
NovaPoly forms a key component of BOSS THE CHANGE, the brand’s broader sustainability initiative aimed at reducing environmental impact across its value chain. The program addresses materials innovation, manufacturing processes, and product lifecycle management – positioning the company within the competitive sustainability narratives that increasingly influence premium sportswear purchasing decisions.
The initiative reflects HUGO BOSS’s response to regulatory pressure (including EU sustainability directives), consumer demand for environmental responsibility, and investor expectations around ESG (environmental, social, and governance) performance. NovaPoly provides tangible evidence of innovation investment rather than relying solely on commitments and targets.
Go deeper
- BOSS THE CHANGE
- HUGO BOSS: Sustainability Strategy
