Clothes with a laundered smell or impregnated with dust, creased, bundled together, stuck under random piles, unworn and forgotten, guilty of no longer being trendy enough for the increasingly fleeting world of fashion. Thousands of garments lie behind the doors of our overflowing wardrobes, unaware of their impact on the health of our planet.
It's obvious that sustainability isn’t among the values inspiring contemporary fashion. Producing a plain top, for example, requires more than 2500 litres of water as well as a quantity of chemicals that can range from 10% to 100% of the weight of the textile itself.
Many of these chemicals are highly toxic and are often not filtered sufficiently during the processing phases, ending up in aquifers and bodies of water, poisoning farmland and destroying entire ecosystems. It’s therefore no surprise that textiles are second only to oil on the league table of the most polluting industries in the world.
MADIVA is committed to finding eco-friendly solutions that safeguard our planet. This production philosophy is why we offer cold dyeing - a technique that does use reactive dyes, but which minimises the use of water and electricity and produces less water vapour. With this cold dyeing technique, we hope to solve some of the issues we’re so familiar with where global warming is concerned.
We need to get back to nature in so many ways:
and our clothing.
Our natural dyes are not just a trend, but a necessity.