Novabori: A Century-Old Textile Tradition with a Sustainable Future
The fast fashion trend leads to overproduction of clothing and short lifespans, resulting in more than 90 million tons of textile waste annually. Only 1% is recycled properly, according to the United Nations (UN).
In response, companies like Novabori are utilizing these waste materials to give them new life. Founded in 2018, Novabori carries a legacy of over 100 years in the textile industry.
The Guevara Family’s Textile Journey
Mónica Guevara, Novabori’s founder, shares: “Our family has been in the textile industry for 115 years. My grandparents started selling textiles during the Mexican Revolution, and my father had two weaving workshops before focusing on buying and selling fabric scraps.”
Challenges in the Textile Industry
Eleazar and Mónica Guevara took over their family business in 2013 after their father’s passing, aiming to change operations and impact the textile industry.
During this time, Mexico’s textile industry faced difficulties as small workshops struggled to compete with international, especially Asian, commerce. Many national companies closed as a result.
To create jobs and utilize textile scraps, the brothers began producing threads and new fabrics. However, they were hesitant to label their products as sustainable due to the lack of awareness and fear of rejection.
“The first fabric we sold wasn’t labeled as recycled because we were afraid the market wouldn’t accept it. Back then, there weren’t many recycled fabrics available, so we couldn’t even mention that aspect,” explains Eleazar Guevara.
The Goal: Processing Over 1,000 Tons of Textile Waste
Currently, Novabori directly employs 100 people and indirectly supports 200 more. Their goal is to process over 1,000 tons of textile waste by establishing more workshops and ensuring fair wages.
“We don’t have one large workshop; instead, we operate 12 smaller ones. We aim to expand to 17 workshops to meet the demand from large companies,” says Mónica Guevara.
The Importance of Communicating Value Proposition
Novabori’s innovation in the textile industry led them to collaborate with emerging designers. In 2013, their fabrics debuted in New York, Los Angeles, and Hong Kong, showcasing Mexican talent.
Though this brought recognition, the Guevara brothers sought to reach more people and businesses. Joining IKEA’s Social Entrepreneurship and New Ventures’ Mexico Accelerate Programme provided them with guidance to target the right audience.
They have since partnered with Greenpeace for stuffed animal production and recently worked with Xcaret.
Key Questions and Answers
- What is Novabori’s mission? Novabori aims to transform textile waste into sustainable fabrics, creating jobs and promoting a circular fashion industry.
- What challenges does the textile industry face? The industry struggles with overproduction, short clothing lifespans, and competition from international commerce.
- How does Novabori address sustainability concerns? Initially hesitant, Novabori now proudly communicates its sustainable value proposition by openly labeling recycled fabrics.
- What partnerships has Novabori established? Novabori has collaborated with emerging designers, Greenpeace, and Xcaret to expand its reach and impact.
