Growing cotton is water intensive process and growing appetite for consumption with fashion leads sustainability problems or we should focus on recycling and efficiency. We should start focusing on sustainable fashion which these two entrepreneurs do. Besides it seems as good as new! 🙂
Technology Article Summary
They focused on large scale factories which usually trashes %10-%15 and they break down that fabric to fibers once again. By doing so they eliminated wasteful step in manufacturing clothes which is dying, as the textile had already been dyed. They claim that this can save 2700 liters of water which would be likely contaminated with chemical as not all of the dyers are not non-toxic and consequently that waste water mixes with local water sources such as Tirupur River
Pesola says that 95 percent of textile fibers can be recycled, “Not only can it be recycled,” he explains “but it’s actually cheaper, if we work in volume, because we don’t have to go through the dying process.” The aim of the new unit in India is mass production from recycled materials. Besides by repurposing material and sewing it in proximity, it will lower the carbon footprint, cost and make it easier to manage.
Consumers, Humankind in general
Its Already, has developed an annual turnover of 1 million euros. “The first two years has been more about R&D and setting up the production unit,” Bengs indicates. But now with the plant scheduled to be complete by 2017, they focused on pushing sales with a team of 10 in Helsinki, 5 in Mumbai, and 200 in Tamil Nadu.
I think it could be evolved movement of awareness in fashion after Toms Shoes. It definitely needs celebrity attention in USA tho. 🙂