Tue, 16 Sep 2008 13:50

An international clothing firm has announced it will use a new eco-friendly dye.Clariant has revealed its "Advanced Denim" dye, which will be used in items such as jeans and promotional t-shirts, reports polo-shirts.co.uk.The firm also hopes to incorporate the environmentally friendly product into future productions of printed t-shirts.Miguel Sanchez, head of global production line dyes for Cellulosics, told the website the colouring will allow Clariant to show "innovation and creativity" while also displaying a "commitment to developing ecologically sounds products".He added: "We see this move as a synergy of ecology, technology and fashion which offers our customers the most advanced solutions."The dye is free from materials found in some printed t-shirts, such as amines, halogens and heavy metals.Earlier this month Courtney Fuchs, a clothing retailer, told the Mercury News that consumers paying extra for products such as a printed t-shirt are buying extra quality and may be "contributing to healing the planet".