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Jeans That Make The Air Cleaner: Like You Needed An Excuse To Buy More Denim

January 31, 2012 by Avery Spofford
shefinds | Shop

Stylist-to-the-stars Helen Storey (past clients include Prince, Madonna, and Michael Jackson) is on a mission to join art and science. Her latest effort? Jeans that purify the air.


Coated with titanium dioxide, Catalytic Clothing’s jeans react with sunlight to break down toxins in the air and reduce pollution. And although these super-jeans are currently on an exhibition tour across the UK, Catalytic aims to eventually introduce their garments to a wider, commercial audience in order to maximize their environmental impact.

We say, if wearing a pair of denim created by Madonna’s former designer will help the environment, we guess we’re game. Keep an eye on Catalyic’s web site for more info about their denim and other upcoming projects, and shop our guides to the best celebrity denim, designer denim, and eco-friendly shopping.

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