The company takes cellulose-rich waste that would otherwise be landfilled or burned - including old textiles, crop residues like rice or wheat straw and cardboard – and breaks it down to polymer level to create a new cellulose carbamate fibre.

Until now both the company and the fibre were called Infinited Fiber – to stop confusion, the material is now called Infinna.

The three-year €8.9 million New Cotton Project is led by Infinited and includes denim mill Kipas, manufacturers Inovafil and Tekstina, and brands H&M and adidas.

Recent hires include Tero Taipale as chief operating officer, Martin Stjernberg as senior process development engineer and Mikko Ilosalo and Eemeli Manskinen in the Bioruukki pilot team.