Adore Me Teams with Non-Toxic, Bio-Based Dye Maker
Women’s intimates brand Adore Me is nixing toxic chemicals from the dyeing process for its lingerie.
Acquired by Victoria’s Secret last year, Adore Me is the only certified B Corp lingerie brand in the U.S., and it aims to up its sustainability profile with a new supply chain partnership with Ever Dye. The Paris-based materials dyemaker, led by a team of scientists, has developed a bio-based pigment dye process that relies on less energy and heat use than conventional solutions.
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The process, developed through five years of academic research, solves for both dye synthesis and attachment, the group said. While standard dye baths require up to 10 hours to dye a garment at 140-266 degrees, Ever Dye’s process relies on the combination of pigment and a bio-sourced organic polymer binding agent that cuts dyeing time and eliminates the need for heat. Due to the organic and inorganic natural elements that replace petroleum inputs, Ever Dye’s formulations are non-toxic, allowing water to be released into the environment without damaging effects, it added.
World Resources Institute data shows that garment and textile dyeing often harms global waterways, with the industry using 1.3 trillion gallons of water each year. The process is responsible for 20 percent of all ocean pollution and more than half of the fashion sector’s overall carbon impact, according to E.U. Parliamentary research.
“Companies like Adore Me are who we want to partner with—ones that have consistently and publicly followed through on their sustainability commitments,” Ever Dye co-founder and CEO Ilan Palacci said. “We hope this inspires others to seek out new technologies from all over the world that can help reduce carbon emissions in fashion.”
The lingerie label is the first in the U.S. to employ Ever Dye. Adore Me implemented the process last month, and plans to bring products to market made using the technology next year. The brand is starting with orange color dyes with plans to expand across the color spectrum as the dye firm’s processes advance.
“We are thrilled to partner with Ever Dye because of the team’s ability to maintain quality products and colors without sacrificing the environment,” Adore Me chief operating officer Romain Liot said. “We’re excited to see another major innovation come out of Paris and hope to see this process become the industry standard.”
Adore Me recently announced a partnership with Paris-based startup Carbonfact, a carbon management software system that allows brands to map the sources of their supply chain emissions. It’s also deepening its commitment to sustainability and compliance by using New York retail technology firm Commonshare’s AI- and data science-backed platform for monitoring ESG.
Founded 12 years ago as a subscription box service, Adore Me has expanded its range as well as its business model. The brand’s size-inclusive intimates, sleepwear, loungewear and swimwear are still available through a monthly membership, though the company has added a Home Try-On service, which allows consumers to test products and keep the ones they want to purchase.
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