What Makes COLOURizd Unique?

In this GenuTrace feature, Jennifer Thompson, CEO and co-founder of COLOURizd, answers a question the traceability and verification specialists at GenuTrace hear often from brands evaluating sustainability claims: what actually makes a colouration technology different, rather than just differently marketed?

COLOURizd's answer is process, not promise. The direct colour application method delivers pigment straight to the yarn without a dye bath — using approximately one litre of water per kilogram of yarn, a 98% reduction versus conventional dyeing, alongside 50% less energy and a 73% lower carbon footprint.

Unlike conventional dyeing, which tends to degrade yarn quality, GenuTrace notes that COLOURizd's process "increases strength by 5–20%, reducing pilling, and minimising hairiness." The chemistry works across wool, cotton, nylon, polyester, linen, hemp, and post-consumer recycled fibres — without requiring bleaching or scouring first.

As GenuTrace puts it: "Sustainability. Performance. Versatility. COLOURizd is rethinking what coloration can be."

Read the full feature at GenuTrace, the supply chain consultancy behind "If you claim it, you have to be able to prove it."®