Driving home  ‘single-use’: plastic politics in the times of the COVID-19

It all started with a simple yellow dress created from old, discarded blue jeans. It was the first garment made entirely from recycled clothing seven years ago by what was then a new company, Renewcell. “The dress shook up everything,” says Tahani Kaldéus, the head of research and development at Renewcell. “This changed the equation of consumption in the fashion industry.” When the Stockholm textile recycling company introduced its yellow dress to the fashion industry on a catwalk in June 2014, it received widespread praise, because the dress looks no different from one purchased at a leading retailer. The difference, however, is the technology.