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  • Numero11


Updated: Mar 18

Bonjour !

Delve with us to discover brand initiatives that think about ways to confront heads-on the pressing need to conserve two critical resources: water and air, too significantly impacted by human while also uncovering innovative approaches to utilizing these resources.

We thought it could inspire you too.



Transcending material

Coperni just unveiled a translucent Air Swipe handbag made from 99% air during its Autumn-Winter 2024-2025 show. Pushing the boundaries of innovation in fashion, its originality lies in its material, used by NASA to capture stardust. The object is made of silica aerogel, the industry's lightest material, which could be likened to a rigid gel. Weighing in at just 33 grams, the bag is 99% pure air and 1% glass, and can withstand extreme heat of 1,200 degrees and can hold up to 4,000 times its own weight. Let's further explore how advancements in air-related technology can contribute to a more sustainable tomorrow.




Revising classics



GUESS AIRWASH™ is a cutting-edge technology that recreates the stone-washed look through a sustainable approach. While stonewashing has been Guess's trademark for years, the process is remarkably wasteful. To stonewash 500 denim pieces, approximately 1250kg of stones and gallons of water are needed.

GUESS AIRWASH™ significantly reduces water usage by up to 80% by replacing much of the water with air and bubbles. This innovative process eliminates the need for stones, creating a product identical to stonewashed jeans but without harming the environment. Laser technology is utilized to create the characteristic holes, frays, rips, scuffs, and fades.

Despite jeans' notorious reputation for environmental harm, let's recognize each incremental step towards greater sustainability.



Turning CO2 into yarn


Rubi is a pioneering fashion tech startup producing high-quality textiles made from CO2. Its technology is designed to capture carbon emissions from the waste streams of manufacturing facilities and other industrial sites. With the assistance of special enzymes, they transform this captured CO2 into cellulose pulp, a fundamental material used to create yarn and fibers for textiles. This process is net carbon-negative and is neutral in terms of water and land usage. Furthermore, clothes produced using this method will naturally decompose at the end of their lifecycle. Already collaborating with brands such as Walmart, H&M Group, Reformation, and Ganni, Rubi's technology facilitates production systems that not only coexist with the planet but actively contribute to its preservation.



Pioneering water-saving tech


The L'Oréal Group has acquired the Swiss start-up Gjosa, known as "geyser" in Icelandic. This acquisition follows their successful collaboration on the LP Water Saver, a revolutionary hand shower that slashes water consumption by up to 69%. This achievement stems from patented fragmentation technology, which produces high-speed micro-droplets.

Considering the growing concern over water scarcity, the Group is doubling down on its commitment to researching, innovating, and advocating for sustainable beauty tech solutions in both professional and consumer markets.



Positive stats - for the records.


is the number of metric tons of CO2 that Microcsoft purchased for removal over the next 10 years with carbon-capture Heirloom.  


is the volume of water saved compared with a conventional hotel at the Green Solution House in Denmark, a water neutral innovative building relying on rainwater harvesting and reuse.


is the total square foot of green areas in Medellin, where a huge green corridors programme connects the city’s green spaces together to cool down and improve air quality. 


At Numero11, we track, monitor and spot creative initiatives that we think make sense and do some good.


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