---
title: Reducing Fashion Pollution- What If Your Clothes Could Be Tough, Soft And Safe ?
description: Discover how Brightplus transforms barley waste into PFAS-free, waterless textile coatings for safer, sustainable and skin-friendly fashion choices
author: Dr Marina Nani (Editor-in-Chief)
date: 2025-09-11T13:17:26.000Z
updated: 2026-02-26T22:05:35.625Z
canonical: https://richwoman.co/article/reducing-fashion-pollution-what-if-your-clothes-could-be-tough-soft-and-safe
image: https://cdn.nanimediahouse.com/maed4obtdce.jpg
categories: Fashion
content_type: Analysis
region: Finland
publication: Rich Woman Magazine
---

Pull on a soft, practical top that keeps rain off, shrugs off stains and feels gentle against sensitive skin. The remarkable part? It was made with discarded barley stalks and not a single drop of water was used in the coating process. Finnish company Brightplus is making this possible with their latest development in textile technology.

## Meet the Finnish firm changing how clothes are made

Based in Oulu, Northern Finland, Brightplus has just secured €2 million in funding to scale up their BrightBio textile coating technology. Rather than relying on traditional chemical processes that consume vast amounts of water and leave behind toxic residues, they’ve developed a completely waterless approach that turns agricultural waste into textile coatings.

CEO Milja Hannu-Kuure explains their approach: ‘We have deep understanding of different sustainable raw materials and how to combine them into functional solutions and recipes that deliver performance without compromise. Safe, European-sourced raw materials are also a key advantage that helps us stand out in the international market.’

## What this actually means for your wardrobe

Moving away from conventional textile coatings addresses real concerns many people have about what touches their skin daily. Traditional waterproof and stain-resistant coatings rely heavily on [PFAS chemicals](https://richwoman.co/article/living-with-pfas-what-big-water-settlements-mean-for-families-and-everyday-drinking-water) – synthetic compounds that persist in the environment and accumulate in human bodies, potentially causing health issues including cancer, immune system problems and reproductive disorders.

Brightplus’s BrightBio coating is completely PFAS-free, which means your rain jacket or stain-resistant trousers won’t be leaching potentially harmful chemicals onto your skin. The company has achieved the highest safety classification possible: [Oeko-Tex Class 1 certification](https://www.oeko-tex.com/en/our-standards/oeko-tex-standard-100). This certification is specifically reserved for textiles intended for babies and toddlers up to three years old, involving rigorous testing for allergens, toxic chemicals, heavy metals and irritants.

For anyone with sensitive skin, eczema or allergies, this certification level offers genuine peace of mind. [Chemical exposure from everyday items](https://richwoman.co/article/microplastics-invasion-and-how-to-protect-your-family-from-everyday-exposure) affects many people, particularly those with atopic dermatitis, causing redness, itching, scaly skin and rashes where clothes fit tightly or in skin folds. The Class 1 certification ensures these coatings are gentle enough for the most sensitive skin – including simulating real-life exposure scenarios like a child sucking or nibbling on fabric.

## Performance that matches what you’re used to

Safety isn’t the only consideration – it’s about proving that bio-based materials can match their synthetic counterparts. [Conventional waterproof breathable coatings](https://pmc.ncbi.nlm.nih.gov/articles/PMC10419557/) are typically made from synthetic polymers like polyurethane and polyvinyl chloride, often requiring multiple layers and chemical modifications to achieve the desired properties.

Jarkko Leivo, Brightplus’s chief technology officer, emphasises the practical advantages: ‘Pure water is one of the most precious resources on the planet. That’s why BrightBio was designed as a fully waterless solution. It sets a new standard for ethical, regulation-ready coated textiles. Our one-layer tech provides multiple features and fits into existing workflows without the burden of green premium.’

This single-layer approach matters because it means your clothes can maintain their effectiveness through repeated washing and wear without requiring constant reapplication of protective treatments. The coatings are designed to last, reducing the need for frequent replacement or maintenance.

The raw materials tell an interesting story. While conventional coatings depend on petroleum-based chemicals, Brightplus sources their materials from agricultural waste streams – the barley stalks, wheat straw and other plant matter that would otherwise be discarded or burned. This approach tackles two problems simultaneously: [reducing textile pollution](https://richwoman.co/article/food-rescue-as-a-practical-climate-solution-how-rescuing-food-cuts-methane-and-fights-hunger) and finding useful applications for [agricultural waste](https://www.fashionforgood.com/our_news/the-next-generation-of-materials-from-waste/).

The company’s ability to adapt their formulations to whatever agricultural waste is available locally – whether that’s CO₂-derived inputs or different types of plant matter – means production can happen closer to manufacturing sites, reducing transportation emissions and costs.

## When you’ll actually see this

With their new funding, Brightplus is moving from pilot projects with leading brands to full production. This means the coatings that have been tested and proven in smaller-scale applications are now ready for widespread use across rain jackets, babywear, activewear and everyday clothing.

The timing works well with regulatory changes across Europe and the US, where [PFAS chemicals are being phased out](https://www.eea.europa.eu/en/analysis/publications/pfas-in-textiles-in-europes-circular-economy) of textiles starting as early as 2025. Brands need alternatives that don’t compromise on effectiveness, and consumers increasingly want clothing that doesn’t pose health risks.

Hannu-Kuure notes: ‘We have proven the effectiveness of our technology in pilot projects with leading brands, and we are now ready to put this sustainable vision into practice.’

## What this means for your next clothing purchase

Beyond safety and environmental benefits, these coatings offer easier care – they’re designed to maintain their properties through normal washing cycles without special treatments. [They’re recyclable](https://richwoman.co/article/the-devil-wears-plastic-what-is-the-reality-behind-your-everyday-choices), which means the coated textiles can be processed at the end of their lifecycle rather than ending up in landfills.

For parents, the Class 1 certification means children’s clothing and babywear can offer practical benefits like stain resistance and water repellency without the worry of chemical exposure. For anyone with sensitive skin, it means access to outdoor gear and everyday clothing that won’t trigger reactions.

As you consider your next jacket, activewear purchase or children’s clothing, look for brands that share detailed information about their materials and manufacturing processes. The companies willing to discuss their supply chains and safety certifications are often the ones making genuine efforts to prioritise both effectiveness and health. Just as the [clean beauty movement](https://richwoman.co/article/clean-beauty-revolution-reshapes-anti-ageing-skincare-market) has encouraged transparency in cosmetics, similar changes are happening in textiles.

The textile industry is quietly changing, with companies like Brightplus proving that the choice between effectiveness and safety is becoming unnecessary. Your clothes can be [tough, soft and safe](https://richwoman.co/article/thinking-beyond-non-stick-how-to-ditch-pfas-pans-without-sacrificing-your-favourite-meals) – and they might just be made from yesterday’s barley harvest. For further insights on ingredient safety beyond clothing, see what [ingredients about to disappear from your bathroom cabinet](https://richwoman.co/article/the-ingredients-about-to-disappear-from-your-bathroom-cabinet) due to new regulations.