Some people wear their heart on their sleeve. Now a few may take to wearing their eco-credentials too, in the form of jeans that work the same way as catalytic converters in cars...
In 2004, Professor Helen Storey's life changed when, through her biologist sister, she "re-discovered science" and had a meeting of minds with Professor Ryan, from Sheffield University. The pair started working on a green science and fashion collaboration called Wonderland, which developed into Catalytic Clothing. Their eureka moment came when they realised that microscopic particles of titanium oxide, which is contained in glass, paving stones and sun cream, worked as a pollution-buster when sprayed on clothes.They found that the particles were able to grip on to the millions of fibres in the material and had a greater effect due to the constant movement of the fabric while being worn. This is because titanium oxide needs light and airflow to catalyse and turn noxious gases into harmless, water-soluble nitrates.
Professor Storey said: "It seemed to be particularly effective on denim jeans and then we realised there were more denim jeans on the planet than people."
More on Catalytic Clothing here: http://www.catalytic-clothing.org/exhibitions2012.html @ProfHelenStorey