# Microfiber Reduction Clothing and laundry brands aim to reduce microfiber pollution. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jun 19, 2019 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/microfiber-reduction ## Key Figures - Trend score: 3.2/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Oct 25, 2017 to Jun 15, 2019 - Published: Jun 19, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Microfiber Reduction trend ### 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. ### 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. ### 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. ### 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. ## What the Microfiber Reduction trend means for industry ### For 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 for Microfiber Reduction Trend score 3.2 out of 10, from popularity 56%, activity 31%, freshness 8%. - Popularity: 56% - Activity: 31% - Freshness: 8% ## Examples of the Microfiber Reduction trend 4 featured examples from Oct 25, 2017 to Jun 15, 2019. - [Methane-Made Biodegradable Clothing](https://www.trendhunter.com/trends/biodegradable-fibers): Startup Mango Materials is Developing Biodegradable Fibers (Category: Eco) Implication: The textile industry can explore the utilization of waste methane to create biodegradable fibers and reduce pollution caused by traditional production methods. - [Ocean-Saving Laundry Devices](https://www.trendhunter.com/trends/cora-ball): Cora Ball is Fighting the Microfiber Pollution Created by Our Clothes (Category: Eco) Implication: The apparel manufacturing industry has the potential to embrace disruptive innovations that address the issue of plastic microfibers in clothing. - [Odor-Resistant T-Shirts](https://www.trendhunter.com/trends/odorless-tshirts): Icebreaker Launches Odorless T-shirts You Can Wear 7 Days Straight (Category: Eco) Implication: Icebreaker's odor-resistant t-shirts disrupt the clothing industry by reducing water consumption and decreasing plastic microfiber pollution. - [Microfiber Laundry Filters](https://www.trendhunter.com/trends/microfiber-filter): Girlfriend Collective's Microfiber Filter Reduces Microfiber Pollution (Category: Eco) Implication: 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. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)