Our collaborations
(The page is under construction – feel free to read and check back at the end of February when we hope to be finished!)
Sustainability is no longer an optional extra – it’s the new standard for any company that wants to be taken seriously. Pure Effect introduces powerful cleaning with bacteria, enabling a simple and sustainable lifestyle. This innovation paves the way for a cleaner world in many ways, but our most important contribution lies in biotechnology, bacteria, and reducing global laundry.
But let’s be honest: driving change in behavior and consumption patterns through information alone is an almost insurmountable challenge. Scientific knowledge about the benefits and potential of biotechnology – or the necessity of a green societal transition – will have little impact if there’s no practical way to introduce new technology and habits seamlessly into
That’s why collaborations with leading brands that share our vision are key milestones in our journey. These partnerships have enabled us to develop and make available products with the real potential to replace existing solutions (chemicals) and shift attitudes (you can mist instead of machine-washing!).
Small and large pioneers
A pioneer in the fashion industry is the Swedish brand Filippa K. The collaboration between Pure Effect and Filippa K. The collaboration between Pure Effect and Filippa K led to a world-first: biotechnology in spray form, designed specifically for garment care, odor control, and increased durability.Clothing Mist,
In 2018, we launched Clothing Mist, the first biotechnological application of its kind - an innovation that even caught the attention of NASA, which was exploring new technologies for space missions. Today, our collaborations range from major Swedish companies like Sandqvist and Lindex to smaller vintage and second-hand stores.
The SciArt project “Rethink bacteria”
Pure Effect, together with RISE (Sweden’s research institute and innovation partner) and the Micropia museum in Amsterdam, has initiated the project “Rethink Bacteria” - an international, cross-disciplinary collaboration between artists, scientists, and entrepreneurs.
The overarching goal: to bring visibility to the microbiological world, a vast and hidden ecosystem of life forms that play a crucial role in every process that sustains life on Earth.
This invisible world of microorganisms—biology’s dark matter—fills us with awe. The organisms within it are evolutionary masterpieces in their purest, most minimalistic form. By successfully adapting to every imaginable—and unimaginable—environment on the planet, they showcase life’s boundless potential and its remarkable ability to solve problems.
Research
Our mission to reduce global laundry is based on changing behaviors, attitudes, and mindsets—regarding our clothes, cleanliness, and the benefits of bacteria and biotechnology. We know that good intentions alone are not enough to build a sustainable society—unless they can be put into practice. Likewise, research and innovation are not sufficient if their results do not translate into real environmental benefits.
Pure Effect is actively working to drive the green transition by developing practical applications of biotechnological research. We firmly believe that the faster bio-based, eco-friendly solutions reach society on a broad scale, the sooner we can steer development in a more sustainable direction.
However, this paradigm shift requires collaboration—both across academic disciplines and between academia, businesses, government agencies, and values-driven organizations. At Pure Effect, we have been fortunate to work with a wide range of partners who, like us, recognize biotechnology’s exceptional potential to create solutions for a circular society. Together, we have been able to test and refine our applications—both in the lab and in real-world settings.
We strive to minimize our environmental impact while maintaining state-of-the-art cleaning efficiency through biotechnology. That’s why our research and development efforts continue in collaboration with our innovation partners and project funders:
RISE – Research Institutes of Sweden – is Sweden’s research institute and innovation partner. "Through international collaboration with businesses, academia, and the public sector, we contribute to a competitive industry and a sustainable society." (link)
RISE is a long-term partner that both enables and drives research and innovation projects.
(Also see the SciArt project: https://www.rethinkbacteria.org/)
VINNOVA – Sweden’s Innovation Agency – "We are Sweden’s innovation agency. Vinnova enables innovation that creates sustainable solutions and strengthens Swedish competitiveness." (link)
VINNOVA is a key funder, providing essential capital to support multiple research projects.
WARGÖN INNOVATION – "At Wargön Innovation, we are committed to building a circular society. We do this together with entrepreneurs, as part of research projects, and by developing and managing a unique innovation environment." (link)
Wargön Innovation supports research and development by providing its resources and test laboratories to entrepreneurs in the sustainability sector.
Project: https://wargoninnovation.se/entreprenorer/pure-effect/
SCIENCE PARK BORÅS – "With resources from research and prototype development, we create opportunities for the commercialization of products and services. Science Park Borås generates societal value and results in collaboration with academia, institutes, businesses, public actors, and civil society." (link)
Project: https://scienceparkboras.se/2024/02/wargon-innovationsmiljo-for-hallbar-produktion-och-cirkulara-floden/
TEXTILE UNIVERSITY OF BORÅS – "We strive to lead the textile and fashion industry in creating sustainable social and environmental impact, while providing solutions that leverage the university’s research and innovation expertise." (link)
TEXTILE FASHION CENTER – "At Textile Fashion Center, we offer unique advisory services, inspiration, and concrete support for the textile and fashion industry’s transition to sustainability and circularity." (link)
REMORE – "Remore will gather, highlight, and develop offerings that make it easier and more attractive for young adults to choose circular services. The goal is to increase the supply and demand for services that extend the lifespan of clothes and shoes." (link)
RETHINK BORÅS – "RETHINK is the meeting place for everyone who wants to rethink and think smart about fashion and textiles. Here, the city, businesses, schools, creators, and people from Borås and beyond come together."
"RETHINK is driven by the Nordic Textile Academy and is funded by the Municipal Federation Boråsregionen Sjuhärad. The City of Borås is a partner. The initiative is part of the Textile Movement." (link)
If you come across words that are new to you and would like them explained, feel free to visit our Glossary and read more. Under INSPIRATION, you'll find more listening and reading materials in podcasts and articles. We continuously update the website with more information and additional links for those who want to dive deeper. We hope you find what you're looking for, and feel free to contact us if not – we'll try to connect you with someone who can answer your questions.
Glossary
✓BIOTECHNOLOGY
Biotechnology involves using microorganisms to produce substances we need (such as medicines and environmentally friendly alternatives to chemicals) and to break down substances we want to remove; everything from grease and dirt to oil spills, wastewater, and toxic substances in soil and water.
✓BIOTECHNOLOGICAL CLEANING
The biological cleaning method differs radically from the chemical one. With the help of chemical cleaning agents, we can eliminate all life forms – friends and foes. This creates a temporary biological vacuum, where bacteria quickly re-establish themselves.
Cleaning with bacteria, Pure Effect's method, means that a selected and beneficial bacterial flora replaces that which arose randomly. Pure Effect's bacteria then effectively compete out the unwanted ones, which prolongs the effect of the biological cleaning.
✓ENZYMES
Enzymes are highly specialized substances produced by all living things. They are absolutely essential for specific biochemical reactions to take place at low temperatures, without the addition of energy, for example, inside the body. In laundry and cleaning products, enzymes specialized in breaking down fats, proteins, carbohydrates, and other organic waste are used.
✓FERMENTATION EXTRACT
A fermentation extract contains enzymes and forms the base of our cleaning products. The fermentation extract consists of fermenting bacteria and the enzymes they produce. The enzymes are specifically selected for our various products and their areas of application.
✓ENZYMATIC HYDROLYSIS
Enzymatic hydrolysis is a process where specialized enzymes break down larger molecules into their constituent parts using water molecules. Our bacteria cleave fat molecules (triglycerides) into glycerol and free fatty acids, making them easily soluble and simpler for our beneficial bacteria to break down and consume.
✓PROBIOTIC
Probiotic bacteria are living bacteria with beneficial effects – not least in our bodies. Among other things, their activity inhibits the growth of disease-causing bacteria.
✓MICROBIOME
The term "microbiome" is used to define and describe a specific microbial ecosystem – that is, an ecosystem consisting of microorganisms. These miniature ecosystems, however, operate under the same laws as all other ecosystems on Earth. Organisms compete for resources, cooperate in networks, or wage war against each other – and those most successfully adapting to the surrounding environment will survive, reproduce, and dominate.
✓BACTERIA
Bacteria are microorganisms, meaning single-celled life forms. Our relationship with them is complicated, as we know that some of them cause diseases. But we also know that bacteria are essential for life both in nature and in the body. For humans, they can be both friends and foes. Our "friends" can be induced to perform a variety of useful services – what we call biotechnology. At Pure Effect, we use the ability of beneficial bacteria to break down dirt and remove odors, as well as their ability to outcompete or combat undesirable bacteria.
All life on Earth can be divided into three large, overarching categories (domains), based on genetic data. These domains consist of Bacteria, Archaea, and Eukaryota. Bacteria consequently have an entire domain to themselves – a vast kingdom containing infinite variation and diversity. All bacteria, however, share certain common characteristics; among other things, they lack a cell nucleus. https://artfakta.se/taxa/5000052/information
The domain Archaea also contains only single-celled organisms. They lack a cell nucleus, but are not related to bacteria. Link: https://artfakta.se/taxa/5000082/information
The domain Eukaryota is characterized by a cell nucleus, but also largely consists of microorganisms. However, this kingdom also includes the exception: multicellular life forms; the visible "Life on Earth" – including ourselves. https://www.genteknik.se/ordlista/eukaryot/
✓MICROORGANISMS (microbes)
Microorganisms are very small, single-celled life forms that cannot be seen with the naked eye. "Microorganisms" or "microbes" is a collective term for bacteria, yeasts, microalgae, plankton, and molds, among others. These invisible life forms exist in all environments on Earth and play an important role in all ecosystems. They are the original force that drives the cycles of nature, and a large number of species (mainly bacteria) are essential for our own bodies.