What a Ban on Forever Chemicals Means for Fashion
By Flawless Magazine
The fashion industry is on notice. As regulators around the globe move to restrict or ban so-called “forever chemicals” — formally known as per- and polyfluoroalkyl substances (PFAS) — designers, manufacturers, and brands are racing to adapt.
PFAS have long been used in fashion for their water-, stain-, and wrinkle-resistant properties. Found in everything from raincoats and activewear to leather treatments and outdoor gear, these chemicals have helped brands offer high-performance clothing. But they come with a high cost: PFAS don’t break down in the environment, and they accumulate in human bodies, posing serious health and ecological risks.
A Global Phase-Out Is Underway
Across the US and Europe, lawmakers are tightening the net. California has already passed legislation banning PFAS in textiles by 2025. The European Chemicals Agency (ECHA) is weighing one of the most sweeping bans to date, potentially impacting thousands of products across fashion and beyond.
For fashion, this represents a watershed moment. The industry must now confront not just the presence of PFAS in supply chains, but also the broader need for chemical transparency and safer material innovation.
Rethinking Performance Fashion
For years, PFAS were synonymous with function — think hydrophobic outdoor gear, oil-repellent suiting, and easy-care fabrics. But the new regulatory climate is pushing brands to re-evaluate what performance really means.
In response, material scientists and startups are developing alternatives. Bio-based coatings, wax-infused weaves, and other non-toxic treatments are gaining traction. The challenge lies in scaling these innovations to meet demand — and doing so without compromising durability or aesthetics.
A Transparency Reckoning
The crackdown on forever chemicals also underscores a wider issue: fashion’s opaque supply chains. Many brands don’t have full visibility into the chemical processes used by their suppliers, especially in Tier 2 and Tier 3 production stages.
Leading companies are responding by investing in chemical traceability tools and third-party verification. Some are joining initiatives like ZDHC (Zero Discharge of Hazardous Chemicals), which offers guidelines for safer chemical management.
The Risk of Reputational Fallout
As PFAS gain media attention, brands associated with their use risk consumer backlash — particularly among Gen Z and Millennial shoppers who value transparency and environmental responsibility.
Early action is becoming a mark of leadership. Brands like Patagonia, Keen, and Stella McCartney have already begun eliminating PFAS from their products and calling for industry-wide reform.
Flawless Perspective
The phase-out of forever chemicals isn’t just a compliance issue — it’s a cultural and creative opportunity. Fashion now has a mandate to reimagine functionality through a lens of health, ecology, and trust.
By embracing safer alternatives and demanding greater supply chain clarity, the industry can move beyond surface-level sustainability toward truly regenerative design.
Because in the world of fashion, what you don’t see — the chemicals woven into every fiber — might matter more than ever.
