Fashion and chemistry are being combined in the unusual Catalytic Clothing campaign - an exciting new initiative which explores how the clothes we wear can help purify the air that we breathe.

Catalytic Clothing, sponsored by Ecover, is the brainchild of two unlikely partners: Professor Helen Storey MBE, an artist and designer at London College of Fashion, and Professor Tony Ryan OBE, a scientist from the University of Sheffield.

Their plan is to involve us lot, the public, in a campaign to explore how fashion and chemistry can combine to produce clothing that acts as a catalytic surface to purify air.

Puzzled? Well, the project will be launched on July 6 at London College of Fashion when more details will emerge as to just how this can be achieved.

The main sponsors, Ecover, one of the world’s leading suppliers of green household cleaning products, said: "Ecover is extremely excited about the potential of Catalytic Clothing to contribute to a more sustainable future.

"The idea that we could utilise our clothing to reduce airborne pollution is astonishing which is why we are excited about joining this campaign and seeing how the public respond to this radical idea."

I suspect we will respond by going "Wow!"

If you would like to be teased more in advance of further announcements, take a look at the exclusive video starring Erin O’Connor, with a soundtrack by Radiohead, at the Catalytic Clothing website.

[Image: angela n.]