LabFresh's "Green Clothing" Technology Might Be The Future of Sustainable Style...If Enough People Get On Board

Kasper Brandi Petersen is tired of fast-fashion. To provide a more sustainable alternative to the West’s culture of more! more! more! , the Denmark-based entrepreneur created LabFresh, a clothing brand specializing in high quality, stain and odor-resistant business attire.

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In a recent interview, Peterson explained the impetus behind his brand, stating, “Sustainability for us isn’t about organic cotton, it’s about buying 10 products instead of 50.”

Currently, LabFresh only carries men’s business button downs, along with a few tee-shirts and socks.

So far, the company hasn’t yielded a great ROI, but Peterson expects “at least 200 percent growth” by 2020.

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Unfortunately for many champions of sustainability like Peterson, the market just isn’t quite ready to give up its fast-fashion addiction. While brands like LabFresh aim to create a culture of quality over quantity, the initial investment of $120 for a shirt can turn a lot of people off. But, Peterson says, if LabFresh gains more traction, he’ll be able to lower costs by over 20%.

Want to learn more about the (un)ethics of fast-fashion? Check out an interview I did with the Jasmine Garsd from Public Radio International over on HerCampus.com.