Prince William, the Prince of Wales, along with acclaimed actor Cate Blanchett, visited the pioneering sustainable textile dyes company Colorifix, based in Norwich, Norfolk. The visit underscored the duo’s commitment to promoting innovative solutions that address environmental challenges in the fashion industry.

Both Prince William and Blanchett donned white lab coats during their tour of the Colorifix laboratory. They observed scientific processes up close, including viewing DNA gel samples under a microscope and studying diagrams that analyzed the pigments’ effectiveness. Blanchett, known for her sharp wit, lightened the mood by joking, “What if it explodes?” as she peered at a sample. The prince, showing humility, admitted he wouldn’t “pretend” to understand all the technical details of the diagrams.

Colorifix uses cutting-edge DNA sequencing to create natural, sustainable dyes that reduce water consumption and eliminate the use of harmful chemicals traditionally associated with textile production. The company’s approach involves identifying colours found in nature, extracting the genetic information that produces those colours, and inserting it into microbes that generate the pigments.

Co-founded by Jim Ajioka and Orr Yarkoni after witnessing the devastating environmental impact of textile dyeing in Nepal and Bangladesh, Colorifix has earned international recognition. In 2023, the company was a finalist for the prestigious Earthshot Prize, an initiative launched by Prince William in 2020 to support groundbreaking environmental solutions.

During the visit, Prince William and Blanchett, who serves as an Earthshot Prize council member, also explored the fermentation process that scales up dye production. David Clarke, Colorifix’s head of fermentation, compared the method to brewing and expressed pride in his team’s achievements, stating that hosting the prince and Blanchett was “a big boost.”

The Prince of Wales praised the staff for their “fantastic” work and humorously apologized for any “stupid questions” he asked during the visit. The 2025 Earthshot Prize ceremony, where innovators like Colorifix are recognized, is set to take place in Brazil this November.

Colorifix’s efforts represent a significant step toward a greener fashion industry, aligning with global calls for sustainable practices and greater public trust in eco-friendly technologies.