1500+ harmful chemicals are used in textile production. Japanese startup AIZOME has developed a dyeing method that uses only water, plants, and ultrasound, to create textiles that are not only less harmful, but even come with health benefits. But how can a small startup stand out among all the sustainability claims?

WASTECARE™ — the first skincare product that is industrial wastewater from textile dyeing. Straight from the factory, the wastewater is tested and certified according to dermatological standards. Bottled and packaged like a high-end beauty product, it was shipped out to key opinion leaders in textile, fashion, and healthcare with the goal of collaborating with designers, producers, and brands.

AIZOME is a Japanese-German startup, named for the millennia-old Japanese plant-based dyeing method “aizome” that made use of water and natural indigo. It was once revered for its wound-healing properties in Samurai armor. But the invention of synthetic dyes marked the decline of aizome. Today, only five aizome masters remain in Tokushima, Japan.

AIZOME reinvented this method with ultrasound to ensure that color and health benefits actually last. AIZOME has been cleared by the U.S. Food and Drug Administration for the medicinal value provided by its products. While textile innovations focus on solving isolated problems, AIZOME tackles the whole production and consumption process. It doesn’t just eliminate a problem but creates value as well by producing textiles that are not only less harmful but even beneficial. Skincare is an intimate product, and in contrast to waste, it is regarded as something with high value. By presenting waste as skincare, AIZOME proves that even their worst has a positive impact.

Not needed

To highlight that, WASTECARE™ is delivered straight from the factory, a rectangular lab glass vial was used with a custom lid made from recycled aluminum. For easy application, a reusable glass pipette without a suction cup was chosen.

The package is made from recycled cardboard, layered for stability, and with a compact form factor. Eliminating any need for further shipping materials. Inspired by chemical structures, the dot-and-line design system illustrates Japanese characters like 藍 (indigo), 流 (flow), and 拾 (cherish).

Three printed materials — set of leaflets, booklet, and poster — outline the brand’s story. The reader is guided by a six-by-six grid pin registry that binds the perforated materials, inspired by the dyeing process. The color of the materials intensifies, from white to indigo. The custom Ultra One type, used for select titles, combines ultrasound frequency waves with traditional Mincho typeface, reflecting the unification of tradition and science.