Conscious Colour: Developments in Eco-Friendly Dyes

• French bio-tech firm Pili has reached a significant milestone in the scale-up of its high-performance bio-based indigo, producing several tonnes for commercial use. A partnership with Citizens of Humanity Group – the LA-based owner of premium denim brands Citizens of Humanity and Agolde – brings it to market. Incorporated into both brands’ Spring 2025 collections, the bacteria-based tech allows for both light and dark washes, while helping to cut associated CO2 emissions by up to 50% compared to conventional denim dyeing.
  
  
• Japanese lifestyle brand Muji is using natural pigments to revitalise second-hand garments. The pre-loved clothing, collected in its stores, is repaired before being re-dyed in a mineral-derived blue – a rich colour that echoes the brand’s heritage. The project falls under its circularity strategy, ReMuji, and prioritises low impact practises – the minerals are responsibly sourced, while the dyeing process uses 55% less water than standard practices (thanks to the use of rainwater and extensive water recycling).
  
  
• As part of its efforts in total crop utilisation, multinational supplier Westfalia Fruit has collaborated with UK company Sages to extract natural dye from its avocado byproducts. The pigment, perseorangin, comes from avocado stones and is obtained via a specialised isolation method. It offers eight distinct shades ranging from light yellow to rich reddish-brown, with potential for use across multiple industries. Westfalia Fruit is exploring the scalability of the technology across its Europe facilities, and has projects in the works with fashion, cosmetics and packaging industry leaders.
  
  

For more innovations in conscious colour, see Colour & Material Innovation for Change in Sustainable Fashion: Innovation & Inspiration 2025.