As the ocean microfiber count increases with every daily wash of synthetic clothing, the water pollution caused by washing and dyeing textiles during production may soon be on the decrease.

If you always buy printed fabrics you could be helping the textile industry to shed its reputation of being one of the World’s biggest water polluters.

The new Designer Labels are print-on-demand. What Amazon did for books, companies like Kornit are doing for clothing.

Gone are the days of holding stock of garments in the hope they will all sell before the fashion for them changes. Today, creative designers can upload their daily designs directly to textile printers and dryers that output within minutes. Clothing can be made up instantly and despatched same day.

Best of all, the printer inks are water based and with print-on-demand clothing, it might lower energy use, create less waste and a growing selection of unique fashions.

All we have to hope for now is that the designers, fashion houses, buyers and printers all prefer natural fibes over synthetic.