WE ARE RUNNING OUT OF FRESH WATER
97 % of water on our planet is salty. 2 % is locked in snow and ice. Less than 1% is potable, and 70 % of that 1% is used to grow crops. Growing only 1 kg (2,2 pounds) of cotton needs over 11000 litres (2900 gallons) of water. That’s more than 9 times the amount a person drinks* in a year). Making a single cotton T-shirt costs the Earth 2,700 litres of water, not to mention the harmful pollutants the production process releases into the air and soil.
WHAT A WASTE!
We are also running out of arable land. Growing the 24 million tons of cotton consumed every year takes 2,6 % of the world’s surface area. That’s the size of Turkey and enough land to feed over 200 million people. Now, a discerning consumer might think that buying organic cotton garments solves the problem, but it is little help to the environment if those clothes are soon thrown away, along with the other 11 million tons of textiles trashed each year. Our landfills are bursting with textile waste. Almost 3 million tons of cotton are wasted in spinning yarns, weaving and cutting fabrics. That’s enough material to manufacture three T-shirts for every person on this planet. Up to 15 % of the cotton intended for clothing is wasted in the manufacturing process. This is where Pure Waste comes in.
THE PURE WASTE PHILOSOPHY
We, at Pure Waste, know that everything we do has an impact on something, somewhere. We know that sustainability and quality go together. We believe that fashion and ecological thinking should go together too.
The roots of our company come from the Nordic tradition of recycling, and the clean and pure environment of our native Finland. We first began experimenting with industrial leftover materials with our first-born Costo – a company that specialises in sustainable textile accessories. We were committed to make only ecological and otherwise ethical choices, and without compromises. So when we couldn’t find a fabric that was 100 % recycled, we decided to develop it ourselves.
“Pure Waste” is our promise to use only materials that would otherwise go to waste. We also wish to challenge the whole perception of waste. Pure Waste is recycling upgraded. Our vision is to recreate the fashion industry, and lead it into a future of sustainability. We want to industrialise textile upcycling globally as a common practice.
The scarab beetle in the Pure Waste logo symbolises our values. In ancient Egypt these natural recyclers represented rebirth and renewal.
Read more about our products and processes…