A Bristol-based biomaterials company has joined forces with Imperial College London to challenge the environmental impact of branded clothing.
Ponda, founded by Imperial alumnus Julian Ellis-Brown, has partnered with the university to develop a range of branded apparel using BioPuff®, an insulation material made from bulrush grown on restored wetlands rather than fossil fuel-derived fibres or animal down.
The collaboration will see the launch of a gilet and cap later this year through the Imperial College Union Shop, with both products designed to showcase an alternative approach to the often-overlooked environmental cost of promotional merchandise.
From conference tote bags and festival hoodies to corporate uniforms, branded clothing is produced in vast quantities each year. Much of it is worn only occasionally before being discarded, contributing to the growing global problem of textile waste.
According to figures highlighted by Ponda, around 92 million tonnes of textile waste are generated worldwide every year, with clothing frequently ending up in landfill or being incinerated long before the end of its useful life.
The company’s BioPuff® material is produced from Typha, commonly known as bulrush, grown through a process called paludiculture. This involves cultivating crops on rewetted peatlands, helping restore wetlands while producing natural fibres.
Supporters of the approach argue it offers environmental benefits beyond the clothing itself. Wetlands are among the world’s most important carbon stores, holding vast quantities of carbon while supporting biodiversity and water management.
Ponda says each BioPuff®-insulated gilet is linked to the restoration of around four square metres of wetland habitat and contributes to reduced carbon emissions compared with conventional alternatives.
The material has already attracted attention within the fashion industry and has been used by several well-known brands, including Stella McCartney, Berghaus, Ahluwalia and Sheep Inc.
The partnership also forms part of Imperial College London’s wider sustainability strategy, which focuses on tackling climate change, biodiversity loss and environmental challenges through research, education and innovation.
Julian Ellis-Brown, co-founder and chief executive of Ponda, said organisations often overlook the impact of merchandise purchasing decisions.
“Most organisations don’t think of merchandise as a supply chain decision,” he said.
“But every order creates demand for a particular set of materials and a particular way of producing them. This collaboration helps demonstrate a different model, one where the products we choose can create demand for ecosystem restoration rather than depletion.”
Professor Anna Korre, Associate Provost for Sustainability at Imperial College London, said the partnership reflected the university’s ambition to support innovations with positive environmental impacts.
The new clothing range is expected to go on sale this autumn.
Alongside the product launch, Ponda has opened a public crowdfunding campaign as it seeks to expand production of BioPuff® and further develop the wetland restoration network that supports the material.
For the company, the project is about more than clothing. It is an attempt to show that everyday products, even something as commonplace as a promotional gilet or cap, can be linked to environmental restoration rather than environmental damage.
