It’s well known in the fashion industry that textile dyeing, and especially cotton dyeing, generates a significant part of the world's untreated water waste. Treating it requires a significant investment in money and time. “Color on Demand” by Ralph Lauren is a response to this problem. Traditional dyeing is one of the most polluting practices in the industry and as a global brand, Ralph Lauren has identified the need to create a scalable solution. According to Halide Alagöz, Ralph Lauren's Director of Product and Sustainability, the solution allows for the recycling and reuse of water to be metered during the dyeing process as needed. The Color on Demand platform has been designed by relying on the expertise of leading sustainability companies such as Spain's Jeanologia, Huntsman Textile Effects, which specialises in textile dyes, and Corob, a leading provider of automation solutions for dosing and distribution in the chemical and paint industry. Designed for cotton and its main ambition, in line with the size of the iconic US brand, is to participate in the fight against water scarcity and pollution caused by cotton dyeing. Every year billions of litres of water are used to dye fabrics alone, which generates around 20 per cent of the world's wastewater. This untreated wastewater is highly polluting and requires rigorous, time-consuming and costly treatment to make it reusable. In addition, Ralph Lauren is expanding use of recycled cotton, helping to advance the Company's progress towards 100 per cent sustainable sourcing of its key materials, including cotton, by 2025 and the integration of zero waste principles throughout its business. Its bedding sheets are certified Made in Green by OEKO TEX® and has goal to make five iconic products known as “icons” that are Cradle to Cradle Certified by 2025.
How Does it Work? As part of the first phase of Color on Demand, Ralph Lauren has optimised the use of Ecofast Pure Durable Textile Treatment, a pre-treatment solution developed by Dow for cotton fabrics. When used with current dyeing equipment, this treatment saves up to 40 per cent water, 85 percent chemicals and 90 per cent energy. In this process, the company’s is reduced by 60 per cent compared to traditional cotton dyeing processes. Ralph Lauren integrates this process into its supply chain. The process is scalable, unlike traditional post-dye water pollution control systems. Colour on Demand is responsive, fast, quick and flexible. The system opens up the possibility of dyeing cotton at any stage of product manufacture, rather than before. And therefore, it does so according to restocking needs and stock levels. An on-demand dyeing process, it’ll also allow Ralph Lauren to improve its inventory intake and produce on-demand, responding to customised consumer demand in a responsive way. A challenge for a global brand with ad hoc volumes. Ralph Lauren has set targets for 2025 to reduce its carbon footprint. The Color on Demand platform is expected to contribute significantly, as it will be used in more than 80 per cent of the company's cotton products within four years, the group says.