As part of the fashion industry's efforts to reduce reliance of the use of polyester, which is derived from petroleum, Kering and H&M have tapped UK-based up-cycling textile company Worn Again. The pioneering start-up has created a technology that can separate and extract polyester and cotton from used garments in order to create new textiles.

According to statistics the global production numbers of polyester filament and cotton fibre is around 65 million tons and these figures are expected to rise to 90 million tons in 2020.

Marie-Claire Daveu, chief sustainability officer and head of international institutional affairs at Kering said: "Innovation is what we need to solve our global environmental challenges. Our collaboration with H&M and Worn Again is a great example of this, demonstrating how we can design and deliver a solution that will be fundamental in eradicating textile waste while simultaneously offering a new type of sustainable raw material for our sport and lifestyle brands."

The French luxury conglomerate said that it would begin a series of tests, piloting the use of this tech across its sport and lifestyle division, which includes the likes of Puma, Volcom and Tretorn.