Could Nanotechnology Dramatically Reduce Clothing's Environmental Impact?

If washing and drying clothes is a major culprit in the environmental waste wars, then what if there were more natural fabrics that repelled stains, resulting in fewer washings? One such solution, introduced by Kelby & Co. at the Fashion Tech Lab incubator demo day this summer, is being rolled out in the market next month.

Dropel fuses hydrophobic (water- and stain-repellent) nanotechnology with cotton fibers to create enhanced cotton that resists stains as stubborn as soy sauce and red wine. Spills can be rinsed off with a squirt of water.