Features - Clothing dye brand 
(passion project)

Features is a natural clothing dye brand combining style with sustainability. This case study explores a unique approach to dyeing its garments using natural dyes from organic waste, such as avocado skins from local cafes. The brand's commitment to environmental responsibility and consumer demand for eco-friendly fashion would propel Features to the forefront of the sustainable clothing movement.


2.1 Brand vision and values 
Features were created with the core objective of creating high-quality streetwear using ecological dyes. The brand is committed to sustainable sourcing and manufacturing practices and is guided by values, transparency, ethical standards, and environmental responsibility.

2.2 Avocado skin dyeing process
Features recognised the potential of waste avocado skins as a valuable resource that could be repurposed into ecological dyes. They established partnerships with local cafes and restaurants, collecting waste avocado skins. By transforming this waste into a dye solution, Features has found an innovative way to reduce environmental impact while adding a unique touch to its clothing line.

The natural dyeing process

3.1 Waste Collection and Preparation 
Features actively collaborated with cafes to collect avocado skins used in their food operations. These skins are cleaned and prepared for dying, ensuring no other contaminants or residues are present.
3.2 Natural dye extraction
The prepared avocado skins undergo an extraction process to create the dye. The skins are gently heated in water to release their colour properties resulting in a vibrant dye solution.
3.3 Dye application
Features dye their garments using various dyeing techniques, including immersion dyeing and tie-dyeing. 
Sustainable screen printing practices

4.1 Water-based inks
Features use water-based inks instead of traditional plastisol inks, which are petroleum-based and contain harmful chemicals. Water-based inks are non-toxic, biodegradable, and have a lower impact
on the environment during production and disposal.
Environmental impact and benefits

5.1 Waste reduction
By repurposing avocado skins that otherwise would have been discarded, Features at scale, significantly reduce waste sent to landfills. This waste diversion strategy aligns with the brand's commitment to reducing its environmental footprint.
5.2 Reduced chemical usage 
Unlike conventional synthetic dyes, Features uses natural avocado skin dye is free from harmful chemicals and toxic substances. This sustainable alternative reduces the environmental impact of the dyeing process, reducing the risk of pollution in water systems.
5.3 Local collaboration 
Features actively collaborate with local cafes and restaurants, creating a circular economy by sourcing waste avocado skins from nearby establishments. This collaboration supports local businesses and fosters a sense of community engagement, amplifying the brand's positive impact.
5.4 Consumer appeal and market advantage
The fashion industry is experiencing a rising demand for sustainable and eco-friendly products.
Features effectively capitalise on this trend by offering unique garments dyed with natural dyes. The brand's commitment to transparency and ethical practices resonates with eco-conscious consumers, providing
a market advantage over competitors.

Features have integrated waste avocado skins into its natural dyeing process, revolutionising the streetwear fashion industry with its sustainable approach. By transforming waste into a valuable resource, the brand reduces environmental impact, promotes local collaboration, and satisfies consumer demand for eco-friendly clothing options. Features set a compelling example for other fashion brands seeking innovative solutions to incorporate sustainability into their practices, ultimately driving positive change in the industry.​​​​​​​
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