CatClo from Protein® on Vimeo.

When science meets fashion exciting things happen. Unlikely collaborators designer Helen Storey MBE and scientist Tony Ryan OBE have teamed up for Catalytic Clothing - a radical project that endeavours to clean the air we breathe through the clothes we wear. The project is as awesome as it is necessary. In March, the City of London was issued with an ultimatum by the EU Air Quality Directive: cut emissions or face a fine of up to £300 million. An estimated 3,000 deaths per year are caused by dangerously high levels of PM10 (harmful particles likely to be inhaled by humans), it’s pretty clear something needs to be done.   The Catalytic Clothing team have worked out a way to harness the power of photocatalysts - light-sensitive substances that will literally clean the air as you walk. By adding them to your fabric softener, your clothes turn into earth-saving agents. Your jeans will have the ability to purify air. The team have made a film which you can check out above featuring supermodel Erin O’Connor with music courtesy of Radiohead. We're helping spread the word for this amazing campaign. Click here to get involved.