Naturally coloured cotton is a pigmented fibre that grows in shades of green and brown. The natural colour is from the plants inherent natural genetic properties. Unlike chemically dyed fabric, the textile products made from naturally coloured cotton are spared the traditional processes of dying and bleaching thus avoiding chemical pollution and leaving no hazardous chemical residue within consumer textiles.

Naturally colored cotton also has very high colour-fastness as a result of the colour being integral to the fibres. Their unique "no dyes" quality and "natural earth tone" make them more attractive to the people who are conscious of our environment and their own natural lifestyles.

"No dyes" benefits consumers

There are many more benefits for customers from the "no dyes" quality. "No dyes" means that the cotton fibre is not filled and coated with dyes and other chemicals which are used in standard processing. With cotton fibre filled with dyes, the fibre's elasticity might be reduced and that may weaken the features of the fabric, such as fullness of handle and softness. The dyes build up a fine layer on cotton fibre which reduces the absorbency of the fabric and leads to roughness. By comparison the "no dyes" quality will give you the following benefits:

• Softer and smoother to touch
• More absorbent and breathable
• "No dyes" means no dye to fade, an as new look with every wash
• Toxic chemical free and allergy friendly, perfect for people with sensitive skin
• Machine washable and tumble dry to accommodate a busy lifestyle
• Naturally Easy Care The higher elasticity of the "no dye" fibre also help the fabric to revert to their normal position helping to avoid creasing

"No dyes" benefits environment

Conventional colours are usually obtained by dyeing. Dyeing uses up to 85% of all the energy used to produce textiles and produces more pollution than any other phase of textile manufacturing. The natural colouring of Ecoliving Collection means the products are spared the traditional processes of dying and bleaching thus avoiding chemical pollution, reducing green house gas emission.

Additionally, the Ecoliving Collection uses recycled materials for the packaging of its products as another way of genuinely helping the environment.

Oeko-Tex Accreditation
The naturally coloured cotton used in Ecoliving Collection has fulfilled the Oeko-Tex 100 Standard. Products carrying the Oeko-Tex label have met over 100 human ecological testing criteria. More info at www.bttg.co.uk

Environment Choice Australia
The Ecoliving Collection is proud to be the first textiles range to be awarded the "Good Environmental Choice" Logo in Australia. More info at www.aela.org.au