Written by Menswear Style in Interviews on the 10th March 2023

Chris Kolbe is the Co-Founder of HyperNatural, an eco-luxury menswear brand that offers one-of-kind apparel made from naturally-performing materials without the use of virgin polyester, plastics, chemical dyes, or harmful petrol chemicals. The brand relies on sustainable materials such as Jade stone and crab shells, blended with the world's best cotton, Supima, to deliver apparel that is super soft, uniquely cool-to-the-touch and odour free. Additionally, Hypernatural relies on the world's only 100% recycled spandex, Creora Regen, for comfort and movement. Hypernatural's goal is to use only naturally regenerative materials and dyes. Today they are reducing their ecological impact with what is available, while recognising the company must do more over the next 2-3 years to help reduce carbon.

In a recent episode of the MenswearStyle Podcast we interviewed Chris Kolbe, Co-Founder of eco-luxury menswear brand HyperNatural about his extensive 30 year industry background and the newly launched brand which is sustainably focused. Our host Peter Brooker and Chris talked about natural growth, being less wasteful, fabric innovations, using nature to make the best polo shirt, hidden design features, and the meaning behind the Magpie totem.

"It took two years of development at a raw fiber level for Hypernatural to create a better alternative to both polyester and commodity cotton, which are commonly blended in knitted apparel. You shouldn't need a chemistry degree to figure out what you're wearing. Refineries have no place in the apparel industry; polyester is not the future of fashion, it's nature. Sustainability begins at the source, which means wherever possible using only natural, renewable, and biodegradable fibers. At present, at least 45% of Hypernatural's materials come from recycled or regenerated sources such as jade stone and seafood waste. We use cotton yarn scraps that are left over from yarn spinning mills to make our own Hyper-yarns, versus using wood pulp from trees that can promote deforestation." 

"Some retailers we work with call Hypernatural the 'Tesla of polo shirts.' We aim to deliver modern comfort, traditional quality with a natural performance. We see nature as the new ultimate luxury. Cheap and dirty, disposable plastic polyester clothing needs to be made extinct. It is the antithesis of luxury. Hypernatural's sustainability and quality standards are higher than most. Designs are made to be simple, versatile and the most comfortable pieces in any man's wardrobe. Whether work meets golf, boat-to-dinner, or a 48-hour getaway, it just makes sense that people will want to look smart and feel comfortable anywhere life takes them.”

This is a shortened transcribed edit of episode 196 of the MenswearStyle Podcast with Chris Kolbe, Co-Founder of hypernaturalstyle.com. You can listen to the full version on Apple Podcasts, Spotify, or your favourite podcast player.

We sit down and speak to Chris Kolbe of HyperNatural to talk about eco-luxury menswear, polo shirts, and sustainable materials.