Colorifix, a British biotech startup, uses a synthetic biology approach to produce, deposit, and fix pigments onto textiles. The method of textile dyeing taps into the bright colors of birds and butterflies and has micro-organisms recreate them on fabric, slashing the use of water and heavy chemicals in the process,

“We’re harnessing the ability of microbes, in this case, to be able to deposit and fix a pigment on to fabric.”

–Colorifix Chief Scientific Officer Jim Ajioka

Dyeing with synthetic pigments uses large concentrations of hazardous chemicals such as chromium and heavy metal salts. It also consumes vast amounts of energy and water.

In contrast, Colorifix says its method uses no hazardous chemicals and cuts water use by up to 90% depending on equipment, pigment, and fabric.

Apparel is one of the top-polluting industries. Consumers are increasingly demanding sustainable products and pushing image-conscious retailers to address the environmental impact of their clothes’ full life cycle. The dyeing stage has one of the biggest.

Colorifix expects to launch commercially its 5-ml batches of microbes bulging with color in 2020. Challenges include creating new hues on-demand, maintaining standards of current processes, and keeping costs down.

Colorifix’s backers include H&M, Swiss investment firm Challenger 88, and Cambridge University.