Vividye: Turning fabric colouring into a circular system

Using clothes as a blank canvas


As a fashion enthusiast, I am always happy to hear about new companies whose business ideas can revolutionise the fashion industry. Vividye is the perfect example of an innovative company which created something stylish without compromising its environmental sustainability. Based in Gothenburg, the Swedish startup developed a new technology which allows for removable prints. Vividye works with businesses located in the EU to create prints which can be erased from a fabric and reprinted.
The process is simple: first, a pre-treatment is applied directly onto the fabric. Then, the drawing or pattern is printed on top. Once it’s dry, it’s ready to be worn. The fabric can then be given back to Vividye and the company will remove the print and repeat the whole process, over and over again. This system involves closed-loop production as well as rematerialization, as no new fabric is required for new items. Such business model allows the business to innovate through sustainability (SustanAbility, 2014).

A globally-recognized company.

Ever since this technology was launched, Vividye has won the Elle Conscious Award (About, n.d.), made it to the list of Top 7 Sustainable Clothing Startups Globally (StartUs Insights, 2021), as well as the top 10 Promising European Startups (Prabhu, 2023). Since it works B2B, Vividye was able to collaborate with various brands across the EU, including Swedish giant Gina Tricot (Collabs, n.d.).

Why this technology? And why now?

In the EU, 12 million tonnes of fabric are discarded each year, which corresponds to about 12kg per person. Not only do these numbers represent a massive amount of clothes, but the percentage which actually ends up being recycled is equal to 1% (Bolitho, 2023). Printed clothes, in addition, are harder to recycle due to the inks. Vividye’s technology can therefore reduce fabric waste (the same fabric is used over and over again) and water waste (involved in the recycling process).

What are some limitations?

Although the company still uses traditional ink which can release small particles when washed, they are continuously working to find a more sustainable alternative. Also, the technology does not work on old prints. The effectiveness of the Vividye’s removal solution only works when the pre-treatment is applied.

What does this mean for the future of fashion?

Although Vividye’s technology has some limitations, there is no doubt it has the potential to revolutionise the way fashion brands design and manufacture printed items. If their process is followed, fabric waste will consequently decrease and a change will be made.


About. (n.d.). Vividye.

Bolitho, A. (2023, October 4). Sustainable fashion through recycling. Euronews.,will%20push%20companies%20to%20take.

Collabs. (n.d.). Vividye.

Prabhu, A. (2023, May 5). The 10 most promising early-stage tech startups in Europe for 2023. Tech Funding News.

StartUs Insights. (2021, June 23). Discover 7 top sustainable clothing startups. https://www.startus-

SustainAbility (2014, February). 20 Business Model Innovations for Sustainability.

Images: all images were retrieved from the Vividye website (