Stella McCartney: Air-Purifying Denim With PURE.TECH

Stella McCartney’s collection, presented at Paris Fashion Week, features denim with the ability to purify the surrounding air, signalling a development in the integration of material science and textile manufacturing.

The collection is described by the brand as being crafted from 98% sustainable and 100% cruelty-free materials.

The denim incorporates PURE.TECH, a technology that can be added to fabrics to help remove carbon dioxide, volatile organic compounds (VOCs) and nitrogen oxides (NOx) from the air.

This is not the brand's first exploration of air purifying materials and was shown alongside other material innovations.

Advanced manufacturing and material intent

The technology from Barcelona-based PURE.TECH utilises photocatalysis and catalysis to absorb pollutants from the air and convert them into inert particles.

As air circulates over fabric treated with PURE.TECH, pollutants are drawn to the material's surface and transformed into carbonates like CaCOx or nitrates. These byproducts are then released from the surface over time through friction.

According to PURE.TECH, the technology is capable of capturing more than 2,000 ppm of CO₂ in 10 hours.

Application to textiles is achieved through manufacturing processes such as padding, foulard and coating or by incorporating it directly into the material to maintain the fabric's original texture.

Aldo Sollazzo, Chief Executive Officer of PURE.TECH, explains the journey of the technology.

“When we first began exploring advanced textiles through the competition Reshape nearly a decade ago, the aim was to integrate design, material technology and advanced manufacturing into the industry,” Aldo says on LinkedIn.

He continues: “We believed in design not just as a matter of aesthetics, but as a tool for reshaping material intent, environmental awareness and technology integration. Seeing PURE.TECH woven into Stella McCartney’s beautiful garments is a dream realised and a step toward a reshaped industry led by innovation and sustainability.”

Innovations in plant-based alternatives

Alongside the carbon-capturing denim, the Stella McCartney show introduces FEVVERS, a plant-based substitute for feathers.

The material is currently in its development phase and FEVVERS has not disclosed its composition.

The inclusion of this material in a major fashion collection could indicate a growing demand for innovative and cruelty-free components in the luxury goods supply chain.

James West, Co-Founder of FEVVERS, comments on its inclusion in the show.

“Somehow we’ve found ourselves at Paris Fashion Week, watching garments made with FEVVERS walk the runway at the Centre Pompidou in Stella McCartney’s SS26 show. To say that’s surreal doesn’t come close. The fact that someone of Stella’s standing has endorsed what we’re doing at this stage is epic.” says James on LinkedIn.

Stella McCartney tells FEVVERS: “The innovation is just insanely beautiful, and we have created some of the most striking couture pieces I have ever seen. It’s not only the world’s first plant-based feather alternative, but it’s also proof that brands who continue to use feathers are choosing cruelty over creativity.”

Leading circularity in the supply chain

The brand’s focus on material innovation extends to its wider circularity strategy.

During the Paris show, Stella McCartney presents denim waistbands that had been upcycled into various items including jeans, shoes, bags and a dress.

This aligns with the brand’s long-term commitments, such as signing the Ellen MacArthur Foundation's New Plastic Economy Global Commitment in 2018, which includes a pledge to reduce plastic usage and exclusively use recycled, recyclable or compostable plastic by 2025.

Since 2016, the brand has used only recycled cashmere, which it states has reduced its environmental impact from cashmere by 92%.

Stella McCartney also incorporates ECONYL regenerated nylon, produced from waste fabrics and fishing nets, into its products.

Furthermore, the linings of all its handbags have been made from fabric derived from recycled water bottles since 2012.

An earlier collection, Winter 2024, features tote bags with an Airlite finish, a coating that helps break down pollutants, bacteria and moulds through a catalytic process activated by light and ambient humidity.

The facility that produces the Airlite technology uses 100% renewable energy.