Fabulous Fungi creates sustainable textile dye made from fungi. Unlike synthetic dyes, this innovation relies on natural processes that require no harmful chemicals, use significantly less water, and cause no water pollution. During the Wereldhavendagen, Fabulous Fungi explored how visitors perceive their color palette (including the shade Clean Coral), the natural fading of the dye, and their willingness to pay more for sustainably dyed clothing. This was studied through a tear-off card survey, a statement board, and interviews with visitors.

The test among 125 visitors showed that 59% would like to wear the color Clean Coral. Seventy percent remained willing to pay extra for sustainably dyed clothing, even if the color fades over time. Most respondents were willing to pay between €0 and €12 extra, though some were willing to pay more than €35. Blue (46%) and green (25%) were the most requested new colors. Nearly half of the visitors said they would like to dye their clothes themselves, while an almost equal group preferred to have it done for them. More than 90% were unaware of the harmful impact of synthetic dyes, although sustainability was frequently mentioned as an important purchasing factor.

Next steps: develop and test new colors, launch campaigns to raise awareness, explore a niche market of conscious consumers, and collaborate with sustainable fashion brands and creative studios.

In collaboration with
Wereldhavendagen Rotterdam & provincie Zuid-Holland