Dryrobe®, creators of the original and world’s best-selling change robe, today proudly announce the launch of Dryrobe® Pure, the brand’s most ambitious product to date and a world first in outdoor fabric innovation.
Dryrobe® Pure features the world’s first 100% industrially compostable inner pile fabric ever used in an outdoor application. Creating a Dryrobe® made entirely from renewable, fossil-fuel free fabrics has been a long-held ambition for the brand. Dryrobe® Pure is Version 1.0, which stands as a compelling proof point that renewably sourced materials can perform in real-world conditions. It marks the beginning of what’s possible for the future of outdoor apparel and represents a major step towards Dryrobe®’s long-term goal of producing high-performance products from fully circular materials.
Dryrobe® Pure uses BIOSherpa™ technology, a high-performance alternative to petroleum-based pile. The fabric is 98% Bio-based, derived from fermented non-GMO corn, with the remaining 2% made up of natural minerals. Notably, this is the first time this medical-grade biopolymer has been used in the outdoor category. The entire garment, manufactured in the UK, is designed for a circular life, with all fabrics 100% industrially compostable.
The launch of Dryrobe® Pure coincides with the opening of Dryrobe®’s new Concept Store, a dedicated space designed to showcase and test emerging technologies that will shape the next generation of outdoor gear. Priced at £650 and made to order, 100% of profits from Dryrobe® Pure will be reinvested into research and development, accelerating the brand’s mission to reduce reliance on fossil-fuel-based materials.
Dryrobe® founder Gideon Bright has been driven for decades by a commitment to environmental responsibility, rooted in the brand’s B Corp™ status and his personal ambition to create a Dryrobe® made entirely from organic, renewable fabrics. In 1983, Gideon’s mother crafted a homemade change robe that would inspire a revolution. In 2010, Gideon launched Dryrobe® the world’s first waterproof change robe with a vision to transform outdoor changing forever. Dryrobe® Pure represents the closest realisation yet of that long-held goal.
On the launch of Dryrobe® Pure, Gideon comments, “Dryrobe® Pure is without a doubt the most ambitious project we’ve ever undertaken. For a long time, creating something like this felt out of reach. It’s a huge challenge to balance new material science with the durability people need. While it would have been easier to stick with standard fabrics, we wanted to see if we could finally build the Dryrobe® we’ve always imagined – one made from organic, renewable sources without using fossil fuels.
He continues: “This first iteration is a major milestone and proof that bio-based fabrics can deliver real performance in real conditions whilst lowering our impact. Dryrobe® Pure is just the beginning of what we believe will define the future of outdoor apparel.”
Dryrobe® Pure is priced at £650, made to order, and available to buy at dryrobe.com from 1st May.
