Ralph Lauren Corporation has introduced ‘Color on Demand’, which is touted as a revolutionary dyeing platform that will transform how the fashion industry colours cotton.
With ‘Color on Demand’, the brand will be able to dye cotton more sustainably, more effectively and faster than ever before.
According to the brand’s press release, trillions of litres of water is used annually for fabric dyeing alone, which generates around 20 per cent of the world’s wastewater.This untreated wastewater is incredibly polluting and traditionally required rigorous, lengthy and costly treatment to make the water reusable.
‘Color on Demand’ is a system that will not only enable the recycling and reuse of all water from the dyeing process,but will also significantly reduce the amount of chemicals, dye, time and energy used in the cotton dyeing process.
“Traditional colour dyeing is one of the most polluting practices in our industry, and as a global brand, we recognised the need to create a scalable solution,” commented Halide Alagöz, Chief Product and Sustainability Officer at Ralph Lauren.
Alongside what seems to be the obvious benefits, ‘Color on Demand’ will also enable Ralph Lauren to better balance inventory and meet personalised consumer demands faster than before.
To implement its approach, Ralph Lauren has brought together four leading innovators in their respective fields – Dow (a leader in materials science); Jeanologia (a leader in sustainable solutions for garment and fabric finishing with high expertise in garment dyeing and close loop water treatment systems); Huntsman Textile Effects (a global chemicals company specialising in textile dyes and chemicals) and Corob (a global technology leader in dispensing and mixing solutions).
