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Natural fibers, such as cotton, to avoid negative impact on the environment and brand image, especially after consumers are becoming more aware of this issue. According to the American Cotton Company Lifestyle Survey (Lifestyle Monitor™),27% of American consumers are aware of this, up 60% from 17% last year. Of those who knew about it, 60 per cent said they would avoid buying synthetic fabrics.

Last month, World Water Day was established by the United Nations in 1993 to focus on the importance of fresh water. This year's theme is "Leaving Nothing Left," one of the directions of the United Nations 2030 Agenda for Sustainable Development: as sustainable development progresses, everyone must benefit. The Joint Group of Experts on the Scientific Aspects of Marine Environmental Protection (GESAMP) advises the United Nations on scientific aspects of marine environmental protection. The microplastic particle problem is an area of GESAMP research. In a 2018 study, the group expressed concern about microplastic particles seeping into the marine food supply, which, as some commentators noted, is being consumed by humans. It also identified synthetic fabrics as the main source of microplastic particle pollution.

According to the National Center for Biotechnology Information (NCBI) of the National Library of Medicine, synthetic materials, including polyester, nylon and acrylic, account for about 60 percent of global fiber production. Like hard plastics, synthetic materials are derived from coal and oil. Also like hard plastics, these synthetic fibers are insoluble in water.

The American Cotton Company collaborated with North Carolina State University to study microfiber degradation in the aquatic environment. The results showed that after one month, the degradation rate of cotton was 82%, while the polyester fiber was not degraded at all.

Lifestyle survey data shows that more than eight in 10 consumers (85%) say they are concerned about water quality. In addition, nearly 2/3 of consumers (63%) say they are more interested and loyal to brands that offer clothing with natural fiber textures, followed by brands that offer clothing produced in a sustainable way (45%).

Research from the Lifestyle Survey shows that despite some concerns, only about 1/3 of consumers (32%) are committed to finding clothes for themselves that are produced in a sustainable way. However, 30% of online shoppers said that knowing the environmental footprint of an item would influence their decision to buy clothes. The percentage of consumers who feel this way is significantly higher among millennials (38%).

The problem of microplastic particle pollution is becoming increasingly prominent among environmentalists and clothing industry. Washington, D. C.-based ORB Media conducted a study with the University of Minnesota School of Public Health and found that microplastic fibers were detected in more than 80 percent of samples collected on five continents. In addition, Patagonia, in collaboration with the University of California's School of Environmental Science and Management in Santa Barbara, produced a report titled "Microplastic Particle Pollution and the Clothing Industry. The report confirms that microplastic particles are released through daily wear and washing of synthetic fiber-textured garments.

A study conducted by the University of Plymouth (Plymouth University) in the United Kingdom in 2016 reported that a large batch of washing clothes may produce 700000 synthetic fiber microparticles. Recently, the NCBI found that just one synthetic sweatshirt can release 110000 microplastic particles when washing clothes.

The American Apparel and Footwear Association (AAFA) says it's important to have a discussion about microplastic particles.

"The industry and the broader scientific community are actively engaged in research," said Nate Herman, the association's senior vice president of supply chain." In fact, there have been some encouraging developments in devices designed to capture microfibers during the washing process. But this study is far from complete."

Herman said the AAFA has played an active role in the debate at the state level, including participating in a working group in Connecticut to discuss solutions to microplastic particle pollution and how to raise consumer concerns.

Last year, the legislatures of California and New York introduced a bill that would require all clothing containing more than 50 percent synthetic fibers to be labeled to explicitly warn consumers about the shedding of microplastic particles. But Herman says such legislation diverts attention from solving problems.

There is no doubt that environmentally friendly clothing will have an impact on the profits of the brand. According to the Lifestyle Survey, more than one-third of consumers (36%) say they are "very or likely" to buy clothing produced in a sustainable or environmentally friendly way. In addition, 84% of consumers consider cotton to be the most sustainable compared to man-made fibers.

In a study by the International Union for Conservation of Nature (IUCN), researchers say that addressing the multiple sources of microplastic particle contamination requires a holistic approach to address the problem at its source.

"Actions to turn off the tap on microplastic pellets could come in the form of new engineered materials and smart designs, such as clothing that reduces fiber shedding or the launch of filter-equipped washing machines," the International Union for Conservation of Nature said. These efforts must be supported by relevant sectors of legislation and practical policies that drive real change. On the other hand, as individual consumers of clothing that produces microplastic particles, we have a responsibility to educate ourselves and adjust our behavior to protect our blue planet."