In a striking move to spotlight the fashion industry’s excessive water consumption, Epson and design studio Patternity have launched a digitally printed silk scarf collection. These scarves—inspired by European waterways—aim to raise awareness of the 35 trillion litres of water used to produce clothing in the UK alone.
The Water Footprint of Fashion:-
- Research by Censuswide and Green Story reveals the UK’s wardrobe contents require enough water to drain the River Thames 15 times.
- Traditional textile dyeing contributes to 20% of global industrial wastewater.
- Epson’s Monna Lisa digital printer reduces water use by up to 97% compared to conventional methods.
Scarves with a Sustainable Message:-
Each of the four EcoVero Silk scarves represents a major European river:
- Thames Dark Waters (London) – Aerial-inspired black-and-white linear motif.
- Seine Source (Paris) – Color-blocked patterns reflecting the city’s 20 districts.
- Navigli Ripples (Milan) – Layered design echoing the city’s five canals.
- Spree Stripes (Berlin) – Geometric repeats mirroring urban symmetry.
Innovative Tech Driving Change:-
Epson’s direct-to-fabric digital printing minimizes water waste, while its Dry Fibre Technology upcycles old garments into printable fabric—without water.
“Fashion inspires, but it also drains our planet’s resources. We want brands to adopt smarter production methods.”
— Maria Eagling, Epson Chief Marketing Officer
why this matter?
- Luxury designers like Richard Quinn and Yuima Nakazato already use Epson’s tech.
- Consumers can support water-conscious fashion by choosing digitally printed textiles.
The Environmental Impact of the Traditional Fashion Industry:-
The issue of water consumption in the fashion industry extends far beyond just the dyeing stage—it spans the entire supply chain, from cotton farming to final production. For example, producing just one kilogram of cotton (enough to make a single T-shirt) requires approximately 10,000 liters of water—equivalent to 10 years’ worth of drinking water for one person! Additionally, frequent washing of clothes contributes to half a million tons of microfibers polluting the oceans annually. These shocking figures are driving leading companies like Epson to completely reinvent production processes, proving that technology can be the ultimate solution to the biggest environmental challenges.
The Consumer’s Role in the Sustainable Fashion Revolution:-
While major corporations lead the change by adopting technologies like digital printing, consumers play a pivotal role in accelerating this transformation. Studies show that 60% of clothing ends up in landfills within just one year of purchase, worsening water and resource crises. Individuals can contribute by:
- Choosing brands that use water-saving technologies
- Purchasing high-quality, long-lasting garments
- Recycling old clothes instead of discarding them
- Supporting campaigns demanding greater transparency about products’ water footprints
A Vision for a Cleaner Future in Fashion:-
Leading brands are moving toward a “circular economy” model that reimagines a product’s entire lifecycle. Epson is collaborating with global designers to create the first “smart factory” fully powered by digital printing, with reports estimating this model could reduce the industry’s water usage by 40% by 2030. The company is also developing AI systems to enhance color accuracy in printing, eliminating the need for water-intensive corrective washing processes. This technological shift, combined with growing consumer awareness, is setting new standards for responsible fashion that balances creativity with environmental stewardship.
