Color on Demand is a new system composed of a set of technologies that will enable the recycling and reuse of all water from the dyeing process.

Ralph Lauren worked with material sciences group Dow, finishing technology provider Jeanologia, chemicals company Huntsman Textile Effects, and Corob, a specialist in dispensing and mixing solutions. 

As part of the first phase, Ralph Lauren optimised the use of EcoFast Pure Sustainable Textile Treatment, a pre-treatment solution developed by Dow for cotton textiles. 

Ralph Lauren claims Color on Demand can provide a more efficient way to colour cotton at any point in product manufacturing, rather than at the outset, meaning colour decisions can be made later in the process.

Halide Alagöz, chief product and sustainability officer at Ralph Lauren, said: “Traditional dyeing is one of the most polluting practices in our industry, and as a global brand, we recognised the need to create a scalable solution.

“Color on Demand significantly reduces the environmental impact of dyeing cotton, and as an added benefit, will enable us to better balance inventory and meet personalized consumer demands faster than ever.”

By 2025, Ralph Lauren aims to use the Color on Demand platform in more than 80% of the company’s solid cotton products.