Dyeing with fruit and vegetable

Since the time of our ancestors, natural dyes have been used to colour clothing, and they are still used to this day in some countries.
The increasing focus on sustainability and the desire for non-toxic, body-friendly solutions, have led various Italian researchers to test methods for dyeing clothes based on the use of natural elements such as fruit and vegetables.
Several major brands in the world of fashion are already using the results of this research.
Madiva is the first company in the lingerie sector to offer garments dyed with fruit and vegetables.
For us this project is a moral and social commitment, and therefore the sincerity of what we are saying is demonstrated with accreditation and patents issued by the relevant organisations.

We need to get back to nature in so many ways:
our air,
our food,
and our clothing.
Our natural dyes are not just a trend, but a necessity.

Clean water

It’s common knowledge that conventional dyeing methods produce tens of millions of tonnes of wastewater contaminated by various chemicals, including very harmful substances such as sodium sulphide, aniline, copper sulphate, formaldehyde, cyanide, etc. If not disposed of appropriately, these substances can seriously damage the environment, and therefore our health. Fruit and vegetable dyes are a natural alternative, as they do not produce chemical waste slurry.

Working towards a sustainable future

To date we haven’t yet been able to solve fully the problem of pollution from chemical dyes. By vigorously promoting fruit dyes, however, first and foremost in the lingerie sector, we can at least eradicate some of the problem, thus making a significant contribution in ecological terms. We want to encourage a fully-fledged ecological reform of conventional manufacturing, creating an industrial system with lower CO2 emissions, one which is heavily geared towards recycling.

Colour quality and fastness

Nothing matches nature when it comes to colour: the variety of shades and tones available to us is astounding. This same variety can be found in a garment coloured using dye from fruit, a vegetable, or a flower. Colour fastness during washing is excellent - grade 4 out of 5 as measured with the international quality standard. Given that a natural dye is used, after repeated washes the colour may gradually start to fade, but this can result in new shades and a vintage effect. The original colour can be maintained longer by not drying the item in direct sunlight, and not using an iron that is too hot.

Healthy skin

Almost all types of allergy, including intolerance and skin irritation, as a result of clothing worn are due to chemicals in the fibres. For the sake of our own well-being and that of the environment, the fabrics and dyes that colour them should be as natural, environmentally friendly and sustainable as possible. Natural dye with pure fruit puree and a maximum of 2% chemical compound added, in compliance with REACH standards. Dyeing with fruit and vegetable purées is especially suited to fabrics designed for direct contact with our bodies, such as underwear.

Fruit and vegetables dyeing colors in Cotton




Black carrot


Fruit and vegetables dyeing colors in Wool and Silk






Green Apple