Water scarcity and water pollution levels are increasing in river basins around the world due in part to the heightened use of conventional cotton dyeing. This growing consumption pattern means rapidly decreasing supply as well as severe economic consequences.

As a result, raw materials and natural resources continue to become more and more expensive. To make matters worse, the current process is inefficient and can take up to 12 hours to complete one dye cycle.

“By 2030, projections indicate that fashion brands’ profitability levels are at a risk of at least a 3% drop if companies don’t act determinedly and soon”

—Boston Consulting Group