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Other companies are turning their attention to advancing eco-friendly dye technology.
A number of companies, DyeCoo, ColorZen and AirDye have set out to address this pollution by designing waterless dye technology.
A spokesperson for Nike says the key to widespread implementation of waterless dye technology is commitment across the textile industry.
The textile industry is consumer-drivern and unless customers are willing to pay more for products made with waterless dye technology, the industry isn't going to adopt it.
Procter officials believe they have developed hair dye technology that could also be incorporated into the Clairol line and help the company win more market share.
The lab focuses on integrating novel optical dye technology, open field and closed system optical imaging hardware systems, and new probe development to allow for safe and successful translation to the operating room and pathology suite.
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Kevin Brigden, a scientist at the Greenpeace Research Laboratories, says while waterless dye technologies do help to solve many problems, "dyes and possibly some other chemicals are still used, and it is important that hazardous chemicals are avoided".
Major brands including Nike and Adidas have been integrating waterless dye technologies into their product lines, but costs and limitations have experts in the textile industry worried that the support will not last.
There are waterless dye technologies, but they continue to be financially inaccessible to most brands.
And among large global brands and retailers, few have aggressively ventured into waterless dyeing technology.
In recent years, three companies have each developed a largely waterless dyeing technology.
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