Stella McCartney took sustainable denim to a new level earlier this month at its Summer 2026 show during Paris Fashion Week, with the debut of its first line made with Pure.Tech carbon dioxide (CO2)-eliminating material.
Developed by Italian technologist Aldo Sollazzo, the Barcelona-based material maker’s Pure.Tech captures harmful gasses such as CO2, nitric oxide (NOx) and volatile organic compounds (VOCs). As air passes over fabric treated with Pure.Tech, these pollutants are absorbed into the material’s surface, where they remain trapped, preventing them from being released back into the environment.
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Once captured, the pollutants are converted through a natural chemical reaction into stable byproducts—CO2 into carbonates such as calcium carbonate (CaCOz) and NOx into small quantities of harmless nitrates. These byproducts are then released as tiny mineral particles that are gradually removed from the fabric’s surface by minimal friction.
Pure.Tech is imbedded in textiles through a water-based slurry compound that can be applied to the surface of fabrics as a finish. Pure.Tech also can be used in other applications, ranging from paper to paint.
According to independent testing under ISO standards, Pure.Tech’s pollution-busting process amounts to the elimination of 2245ppm of CO2 in less than 10 hours and more than 20 percent of NOx by a 30g sample of the material. The validity of Pure.Tech’s process also has been certified under LEED, BREEAM and the European Union’s CE standards.
Pure.Tech’s emission-reducing capabilities couldn’t come at a more important time for a global fashion industry trying to mitigate its considerable environmental impact. According to the Apparel Impact Institute, greenhouse gas emissions for the apparel sector grew by 7.5 percent in 2023, reaching 944 metric tons. And according to 2023 data from the United Nations Environment Program, the fashion industry contributes to 10 percent of global emissions each year, much of which are generated by the proliferation of fast fashion.
Stella McCartney has long been committed to helping solve that problem through sustainable design using next-gen materials such as fungi-based vegan leather alternatives, recyclable and biodegradable textiles, and vegan plant-based feathers. The fashion company first linked up with Pure.Tech for its COP28 sustainable market in 2023, with the material maker 3D printing a carbon-absorbing structure for the Stella McCartney presentation.
At the Summer 2026 runway show, Stella McCartney presented a range of upcycled denim looks—think reconstructed waistbands in patchwork designs on pants and dresses—as well as slouchy jeans silhouettes, all made of denim imbedded with Pure.Tech material. The collection was made with 98 percent conscious and 100 percent cruelty-free materials, such as vegan feathers made with plant-based material, called Fevvers.
“We strive to create the most beautiful and desirable products with the least impact on our planet. Our conscious values are the leading inspiration behind our products and innovations,” the fashion label said on its website. “As industry leaders, we endeavor to make use of the most cutting-edge and progressive materials that aim to reduce impact on the planet and are always cruelty-free, whilst following the principles of circularity.”
