Pangaia’s unique technology turns air pollution to printed clothing
Pangaia is the brand who in a short amount of time has established itself as the go-to brand when it comes to environmental- and ethical sustainability. Now they are taking their sustainability work to the next level.
By OLIVER DAHLE
May 07, 2021
During the pandemic, our lifestyles have changed dramatically and a new way of getting dressed has evolved. When spending more time at home, loungewear and sweatsuits have now become a vital part of our wardrobes. A shift Pangaia — who has the categories as its primary business — was able to be in the forefront of and was rewarded with a revenue of $75 million in 2020.
With the new capsule collection PANGAIA X AIR-INK® by Jenke Ahmed Tailly, they are repurposing air pollution and transforming it into something wearable. The collection is made possible in partnership with Gravity Labs, who are the creators of AIR-INK®. A technology that is utilizing PM 2.5. particulate matter, one of the most damaging parts of air pollution, by capturing, cleaning and transforming it into a pigment that is replacing carbon black. Which is transformed into safe water-based printing ink, that has been used for the brand’s signature prints on the garments. The collection consists of the brand’s signature hoodies, t-shirts and trackpants, which are made out of recycled cotton.
The collection is accompanied by a visual series of photographs and videos, made possible by Jenke Ahmed Tailly. Tailly, who is a well-renowned stylist and Creative Director, has become famous for his work where he often is referencing and highlighting his African heritage. The campaign for Pangaia, named ”Just Like Ink”, was shot in Lagos and features the world-famous model and philanthropist Naomi Campbell, as well as the Nigerian musician Kezia Jones.
— When I started working on the campaign concept, I thought about the amazing transformation process behind AIR-INK® and how carbon emissions are technically transformed into Ink. ”Just like Ink” is a name I chose and it was inspired by a verse of Maya Angelou powerful poem ”Still I rise”, Tailly explains.
Just like moons and like suns, with the certainty of tides, just like hopes springing high, Still I’ll rise.