‘Sustainable fashion’ often gets an eye-roll. It’s overused, hard to define, and often leaves us with more questions than answers. While there are a number of sustainable brands genuinely paving the way for more planet-friendly practices—Stella McCartney being one of the most renowned—the British designer’s latest innovation has surprised even the most scrupulous of eco-warriors: denim that absorbs air pollution.
Yes, you read that right. Denim jeans, dresses and bags have been designed to soak up pollutants from the atmosphere. As McCartney’s team notes, air pollution causes over seven million premature deaths each year, and the fashion industry contributes up to 8% of global greenhouse gas emissions—playing a significant role in the problem. Now, thanks to a collaboration with a material called PURE.TECH, we might finally have a solution—and a chic one at that.
