Dan Moir from James Dunlop Textiles has seen the change building for years. As part of the fifth generation in his family’s fabric business, he works with suppliers and design teams across New Zealand and Australia, and is involved in the growth of their brands in North America.

What makes a fabric sustainable?

Sustainable textiles are about more than just natural fibres. It can also mean choosing synthetics made from recycled content, or designing products that are engineered to last longer and perform better over time. Less replacement means less waste, which is a big part of reducing environmental impact.

James Dunlop’s innovation-led brand Sepal is at the front of that push. “It’s all about bringing technology into the brand,” says Dan. “And that will be the largest offering of alternative or recycled fibres available to consumers here in Australia and New Zealand. It already is, and it’s growing every collection.”

According to Dan, more than 90 percent of what they now release under that brand has at least 50 percent recycled content or more. And the difference to the consumer? “Nominal,” he says. “We’re talking single-digit percentage differences to the virgin polyester as a fibre, so why wouldn’t you incorporate it?”

Rolefin and the power of recycled synthetics

One of the standout yarns in the collection is Rolefin, a recycled version of olefin, a synthetic fibre traditionally used for durable outdoor applications. “Rolefin is one example of many synthetic yarns that are now coming through as recycled equivalents,” Dan explains. The fibre is made by recovering post-consumer waste or manufacturing byproducts, breaking them down and re-extruding them into usable yarns.

Originally pioneered in the flooring industry, these recycled fibres are now refined enough to be woven into soft, fine fabrics suitable for upholstery and curtains. That means you can get the same performance, longevity and colour options, with a lower footprint.

And it’s not just Rolefin. As the technology improves, Dan says more recycled yarns are making their way into other product lines too. “We’re now able to incorporate it into our textile offering,” he says. “And that’s satisfying. That’s rewarding.”

Setting the standard, not waiting for it

While sustainability may not be top of the list for every homeowner, James Dunlop has decided to lead anyway. “We applaud that completely,” Dan says of other brands making similar moves. “It’s become that accessible, that other competing brands are driving that change. And it’s great to see.”

Part of that accessibility comes from the behind-the-scenes investment in supply relationships and product development. With local and international mills increasingly capable of producing high-quality recycled fibres, design teams now have the raw materials they need to make better choices from the start.

It’s not about compromising performance for the sake of the environment. In many cases, the best sustainable option is also the best-performing one. And for Dan, that’s the point. “We just value an element of ease in our lifestyles,” he says. “Serviceable, easy to live on and around, safe, no harmful chemicals. A little more traceability and transparency as to where things come from.”

That, and a fabric that will last.

Disclaimer: This article is based on a podcast featuring insights from experienced professionals and is intended for general information and inspiration only. While we aim to share valuable guidance, please seek personalised advice from qualified professionals before making decisions about your property, finances, or renovation plans.