The current model of the fashion industry requires an exorbitant amount of resources to operate. The average T-shirt takes 2700L of water to produce, the same amount of water someone consumes over 3 years. In addition, textile cultivation uses more than 2.5% of the world’s arable land, all while food security is continuing to worsen. Unfortunately, as clothing consumption continues to grow, these problems are only set to worsen.
Many solutions to the unsustainable model of the fashion industry have been proposed: regulations, recycling, upcycling...
However, despite these efforts, only 15% of the material used for clothing ends up being recycled, and only 1% ends up becoming new clothes. Considering that recycled fibres need to be blended with new fibres to maintain textile quality, there will always be a need for virgin materials in this growing $1.5 trillion industry.
More than ever, consumers are aware of the impact of their clothes and are willing to change their purchasing behaviour to find sustainable options. Fashion brands that do not cater to these changes in customer behaviour are at risk of falling behind.
There is huge demand for sustainable textile in the fashion industry, as shown by the 375% growth in the ethical fashion market.
Ethical fashion market size
The potato produces more calories and protein than any other food crop in terms of space and amount of time, and it is the fifth most grown crop in the world.
Often overlooked, the potato plant is a massive by-product of potato harvesting worldwide, and its current end of life is problematic:
Can't be composted
The potato plant is susceptible to blight so it could ruin the entire compost batch if added to the mix.
Can't be fed to livestock
The plant is toxic so it is not suitable for animal consumption.
A huge waste stream
Since there is no use for it, farmers currently pulverise it, incinerate it or leave it to rot in the field.
We make ground-breaking textiles from the waste left over after cultivation.
We sell them to fashion brands that turn them into sustainable garments for their customers.