According to Colorifix, 100 billion articles of clothing are made every year. This has a significant environmental footprint that includes the raw materials and the industrial processes that support production. The dyeing industry is one of the world's largest water consumers, using over 5 trillion litres per year along with petrochemical dyes and a host of toxic and highly polluting chemicals. According to the World Bank, textile dyeing accounts for around 20% of global industrial water pollution. 

Colorifix source their colours from an animal, plant or microbe that already creates it in nature. Via DNA sequencing, the specific DNA is identified, isolated and extracted, before being inserted into engineered microorganisms to grow and transfer the colour. The live microorganisms replicate quickly and efficiently, growing the colour using by-products of the sugar production industry, which is readily available worldwide. The culture is used directly in place of dye liquor, requiring no additional specialist equipment or toxic chemicals, only one tenth of the water of standard processes and a temperature of 37 degrees for both natural and synthetic fibers. 

Using synthetic biology, Colorifix offer a radically different solution that generates positive impact for fashion brands, manufacturers, consumers and the environment. The process eliminates the use of harsh chemistry in the creation or deposition of dyes, leads to huge reductions in water consumption, while meeting key industry standards. By working with nature, rather than simply taking from nature, Colorifix can produce dyes without harming the environment, compromising on quality or relying on supply chain availability.