Category
Lifestyle
Assisted Choices
Trend cluster
Category
Microfiber
Reduction
Clothing and laundry brands aim to reduce microfiber pollution.
3.2
Trend score
Trend
What is the Microfiber Reduction trend?
Microfiber Reduction: Brands in fashion and laundry-related industries are now focusing on microfiber pollution reduction–which has enormous consequences on aquatic life in particular. This shift comes with consumers slowly changing their consumption habits to reduce their environmental impact, with some brands hoping to guide them in this process.
Insight
The consumer insight behind the Microfiber Reduction trend
For consumers, it can be difficult to determine how much they can reduce their carbon footprint with habitual changes. Outside of more known issues like disposable plastic use, fast fashion and general shopping habits can have implications for the environment in lesser-known ways. In many cases, consumers prefer that brands take the lead in informing and providing the tools for environmental harm-reduction.
Trend themes
Themes within the Microfiber Reduction trend
4 behaviours holding the trend together01
Microfiber Pollution Reduction
Brands in fashion and laundry-related industries are now focusing on microfiber pollution as consumers slowly change their consumption habits, with some brands hoping to guide them in this process.
02
Biodegradable Fibers
Companies like Mango Materials are using waste methane to create biodegradable fibers that can be used for clothing, aiming to address the environmental impact of fast fashion and microfibers.
03
Odor Control and Clothing Longevity
Brands like Icebreaker are creating odor-resistant clothing made from natural fibers that last longer in between washes, reducing water usage and microfiber pollution.
04
Microfiber Pollution Reduction Through Filters
Companies like Girlfriend Collective are creating non-apparel laundry products, such as microfiber filters, that can be installed to reduce the output of microfibers in the water stream.
Industry implications
What the Microfiber Reduction trend means for industry
Where the trend changes the playbookFor
Fashion
As more consumers become environmentally conscious, fashion brands need to focus on sustainable practices and materials to address issues like microfiber pollution.
For
Laundry
related industries should focus on creating products that reduce the output of microfibers during washing, such as filters or eco-friendly detergents.
For
Waste Management
Companies in the waste management industry can collaborate with fashion and laundry-related industries to develop eco-friendly solutions for reducing microfiber pollution and reducing textile waste.
Workshop question
How could your brand reexamine and reduce its environmental footprint?
Trend signals
Trend signals for Microfiber Reduction
Trend score 3.2 out of 10, from popularity 56%, activity 31%, freshness 8%.
Popularity56%
Activity31%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Microfiber Reduction trend
4 featured examples from Oct 25, 2017 to Jun 15, 2019CategoryEco
Methane-Made Biodegradable Clothing
Startup Mango Materials is Developing Biodegradable Fibers
The textile industry can explore the utilization of waste methane to create biodegradable fibers and reduce pollution caused by traditional production methods.
CategoryEco
Ocean-Saving Laundry Devices
Cora Ball is Fighting the Microfiber Pollution Created by Our Clothes
The apparel manufacturing industry has the potential to embrace disruptive innovations that address the issue of plastic microfibers in clothing.
CategoryEco
Odor-Resistant T-Shirts
Icebreaker Launches Odorless T-shirts You Can Wear 7 Days Straight
Icebreaker's odor-resistant t-shirts disrupt the clothing industry by reducing water consumption and decreasing plastic microfiber pollution.
CategoryEco
Microfiber Laundry Filters
Girlfriend Collective's Microfiber Filter Reduces Microfiber Pollution
The activewear industry can tap into the demand for eco-friendly clothing materials and develop products like microfiber filters to meet the growing need for sustainable fashion.
