The findings, published in the report “From Wheat Straw to Wardrobes: Fashioning a new fibre future,” point to wheat straw’s ability to deliver fibre quality and technical performance on par with current industry standards, while offering additional environmental and social benefits.
The demonstration project, called Project Latvus, involved a collaboration with brands including C&A, H&M Group, an...
The narrative positions agricultural waste as a solution to systemic environmental and social crises—specifically pollution and lack of rural income—while simultaneously framing a market opportunity for fashion brands. This creates a tension between ecological necessity and commercial expediency. The argument is that displacing wood pulp with straw-derived materials is a path toward a resilient, circular textile industry, appealing to the stated goals of brands like H&M and Reformation.
The unde...