Nuenyl: Giving Recycled Nylon a New Story

The challenge

Nuenyl was selling something most people do not think about when they think about sustainable fashion: the material underneath the garment.

That meant the website could not stop at saying that Nuenyl was recycled or sustainable. Its audience needed to understand where the material came from, what happened to it, what came out at the other end, how it performed, what forms it was available in and where it could be used.

There was also an important distinction to communicate. Nuenyl was not positioned as a lower-performance alternative to conventional nylon. Its proposition was built around taking pre-consumer nylon waste through chemical recycling and producing yarn with the feel, durability, colour performance and other characteristics associated with virgin nylon. The website therefore had to carry both sides of the story: the science and the material experience.

Our approach

We started with the people using the website, rather than the pages we needed to create.

The primary audiences identified for Nuenyl were garment manufacturers, particularly procurement and R&D decision-makers, and textile sourcers. Designers were another important audience. Their questions were different, so the website needed to help each of them get to the information that mattered to them.

We built the content and UX around those questions. Where does Nuenyl come from? How is nylon waste recycled? What does the resulting yarn offer? What can it be used for? What formats and deniers are available? What certifications support the claims? What does Century Enka bring to the proposition?

The resulting information architecture brought together the brand story, sustainability process, product range, applications, certifications and Century Enka's manufacturing expertise.

We also had to turn a highly technical product proposition into something people could explore. Product information covered yarn types, deniers, applications and technical attributes, while the application story extended across activewear, ethnic wear, workwear, athleisure, lingerie, technical textiles, carpets and rugs.

The visual experience was designed around the material itself. The brief called for a premium, minimalist, mobile-first website with immersive swatch interactions, and a digital swatch and texture library became an important part of the experience. Alongside the UX and content, we developed the site with SEO and AEO in mind from the start. The aim was not mass-market search traffic, but discoverability among the designers, textile sourcers, procurement teams and other B2B audiences Nuenyl needed to reach.

The Outcome

The result is a website that gives Nuenyl a place to explain the material behind the garment, not just the sustainability claim around it.

Visitors can move from the story of chemically recycled nylon to the recycling process, explore where Nuenyl can be used, examine its product formats and technical attributes, and understand the certifications and manufacturing capabilities behind the brand.

The site also gives the new ingredient brand a distinct digital identity. Nuenyl's visual language, built around resilience, sustainability and performance, is carried through the experience, while Century Enka's manufacturing legacy provides the credibility behind it. For TIC, the project was about making a technically sophisticated material understandable without making it simplistic, and making sustainability part of the product story rather than the whole story.