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This reduces air pollution and CO2 emissions, while increasing farmers’ incomes. On top of this, the fibres are free from microplastics and biodegrade naturally. As it reaches commercial scale, could this material be one that you could build a compelling narrative around?
of CO2 was emitted in 2017 from the 2 million tonnes of agricultural waste that India burns each year
Alternative fibres like jute, flax, and hemp account for just 6% of the global fibre market
Alternative fibres like jute, flax, and hemp account for just 6% of the global fibre market. The designer Divyam Mehta reports that the fabric is “raw and refined at the same time; it feels like linen and falls like wool.” How could you educate customers on the material’s backstory and manage their expectations with regards to the finish?
As with all natural fibres, if you then dye and finish them with synthetic materials, it will prevent them biodegrading benignly at their end-of-life. Consider how you can either embrace their natural finishes, or alternatively use only natural dyes when creating your garments.
While AltMat talks up the benefits of its fibre over cotton when it comes to water consumption and pesticide use, you should investigate which chemicals are used – in both the original crop phase, as well as the fibre production process. You should also consider where the agricultural waste feedstock is sourced, and whether there is any risk of labour rights issues in AltMat’s supply chain.
While Altag is an innovative material that is already being adopted by designers, it remains very much in its infancy and needs heavy investment to scale up. AltMat’s participation in the Fashion for Good programme is encouraging, but it will be some time before the company makes a dent in the global fibre market.
