THE UNSEEN t-shirt changes colour when exposed to pollution

12.06.2017 Fashion : Sustainability : Pollution
THE UNSEEN and The Lost Explorer, London

London – As 70% of the world's industrial waste is dumped into bodies of water where it pollutes the usable water supply, according to ConserveEnergyFuture.com, THE UNSEEN is visualising such pollution using colour-changing chemicals.

Created in collaboration with sustainable apparel brand The Lost Explorer, the cotton and hemp t-shirts are made using a natural vegetable dye that changes the colour of the garment when it gets wet. The wearable pH sensor begins as purple to symbolise neutral water, and is transformed into a rainbow of different pigments when wet to demonstrate the red acidity or green alkaline of the water.

The partners also created a video to show people how to make their own version of the t-shirts at home using red cabbage as the key ingredient. The campaign hopes to raise awareness of water pollution by visualising the problem and making it more tangible and relatable to more people.

The Big Picture

  • As explored in our Pollution Market report, the issue of environmental pollutants is becoming increasingly pertinent for consumers
  • Brands are looking at how pollution affects the body beyond the known respiratory problems. For more, see our Sensitised Living market report