Our DNA range is made from genetically engineered microorganisms and DNA

DNA doesn’t just make us, us. It also makes many of the colours we see in the natural world. So instead of using synthetic dyes to colour our DNA range we use genetically engineered microorganisms and DNA. By implanting the DNA of the indigo plant into self-replicating bacteria, brewing that bacteria like beer, then submerging our clothing into giant baths of the stuff, we can now grow the colours that dye our clothes.