HyperNatural Co-Founder Chris Kolbe talks Fabric Innovation & Personal Style

Today I want to shine a light on a brand that caught my ear on the MenswearStyle Podcast, HyperNatural. The interview with Chris Kolbe, (Co-Founder) about his extensive 30 year industry background and the newly launched brand which is sustainably focused really piqued my interest. Today I want to expand on that interview and introduce HyperNatural to my audience, below is an exclusive E-Interview I did with Chris where he talks about his personal style inspirations and natural growth, being less wasteful and fabric innovations. Jersey Polos start from £110. 

Can you tell us a bit about your background in the fashion industry and how it led to the creation of Hypernatural Style?

I have been in the business for over 30 years and been fortunate to work with some legendary American brands like Ralph Lauren, J. Crew, Lands’ End and Urban Outfitters.   While at Urban Outfitters I started the Original Penguin brand on a whim, which took me on an unexpected seven-year journey of recreating this iconic golf brand.   HyperNatural started during Covid after I reconnected with Christian Arkin’s my creative director from Penguin.  We both were obsessed with the eco innovation happening in natural biomaterials.  We discovered unexpected ways to repurpose natural raw material waste into special new yarns with some interesting benefits.

Why did you leave Original Penguin what was your journey to start HyperNatural Style?

After six years I left Original Penguin to start my own brand.  After several years of speed bumps and detours, it took a pandemic to give me the time and clarity to develop HyperNatural.  From the beginning it felt like HyperNatural needed to exist for reasons beyond us just making money.

What does HyperNatural stand for? Nature meets science. 

Taking what nature gives us and using modern science to create new ways of making sustainable products awesome.  Our mission is to pioneer a future for conscious luxury through materials made better by nature.   

Can you walk us through the innovation behind HyperNatural and the proprietary fabric? 

 First, we grind down Jade stone (mining waste) and Crabs shells (food waste), into a microscopic powder.  Then blend them with scrap cotton yarns (waste) left over from our spinning mills.  These regenerated materials are used in about 50% of the garment, instead of using virgin sources like farms or forests to produce new fibers.  Hypernatural mixes the Jade Stone and Crab Shells powders through a viscose process to create our own Hyper-Cool Jade® yarn, which is then spun with Supima® cotton and recycled Creora® spandex, to create a whole new luxurious material.  

Hypernatural is known for its unique blend of natural materials and modern style. How do you balance these two elements in your designs?

I see nature and modern style as complementary.  Nature is not an aesthetic but an operating system that makes complexity beautifully simple.  Nature is perfection.  Modern style is the same.  Simple, elegant, and minimal.  Modern is designing only what is required, while valuing the underlying intelligence and substance of the product.

What sets Hypernatural apart from other sustainable polos on the market?

Natural performance. Our Hyper materials will keep your skin up to 5 degrees cooler and resistant to odor for days, naturally.  Typically, sustainable products are not so unique to the consumers. On the other hand, if you want performance, that means polyester fabrics treated with toxic chemicals.  HyperNatural you can have both sustainable comfort and natural performance, without needing all the bad stuff. Innovation is our fashion and that is what sets us apart.

Who are some of your style icons in music, cinema, or other areas of culture?

I admire timeless style icons, Paul Newman, Arnold Palmer, JFK Jr., 90’s Jude Law and 80’s Tom Cruise.  I have been a long time Wes Anderson fan, addicted to his quirkily characters and use of color.  Culturally I obsessed with of vintage Bronco and Defenders on Instagram.   Our first collection of colors was inspired by these beautiful 1960’s trucks playing in nature.  A refurbished EV version is on my bucket list.

How do you plan to enter the UK and European markets? What is the strategy for expanding internationally?

Currently we are shipping on-line orders from the US to UK and Europe but have no set plans to wholesale internationally.  We would like to open distribution in UK, European and Asian markets by 2025. 

What's next for HyperNatural? Can we expect new products and further R&D?

In 2024 we will expand the line into other knit categories like tee’s, layering pieces, and bottoms.  Our focus will be on products that touch your skin and exploring materials development in areas of wellness and recovery.  Men's polo shirts were only the beginning for HyperNatural.  We see wellness as the next frontier for apparel innovation.  Stay tuned.