What’s the big deal about Modal? A type of rayon, Modal is a semi-synthetic cellulose fibre made by spinning reconstituted cellulose, it is used alone or with other fibres (often cotton or spandex) in household items such as pyjamas or underwear, but in recent years it has started to transition into being worn for more fashionable purposes.
Part of the ASOS Eco Edit, this jumpsuit is 100% Modal and sits within the offering from 45 brands found in the selection, all of which must contain at least 50% of a sustainable fibre to make the cut.
A second generation cellulosic fibre, modal is well known for its softness; commonly described as ‘soft as a feather’ and the ‘softest fibre in the world’.
This particular piece is one of my most comfortable, probably as Modal sitting next to the skin lies softer than cotton, absorbs 50% more moisture and releases it more quickly, making it more comfortable to wear in any climate. It sheds wrinkles quickly, is stain resistant, dries quickly, drapes beautifully and its colours are rich - I love the unique hue of the rust piece but the jumpsuit is also available in Sage, Rust and Black.
Through the Eco Edit, Asos seeks to take sustainability and make it mainstream, and by implementing measures to reduce carbon emissions or by collaborating with organisations such as the Ethical Trading Initiative, to improve the labour conditions in its supply chain. Still, as is always the case much more can and should be done. The company (which in December 2013, according to The Guardian was verified as the first online retailer to be carbon neutral) has shared its ambitions to reduce its carbon, water and waste footprint by 15% by 2020. It is also known to working towards having its clothing supply chain free of viscose fibre sourced from ancient or endangered forests by the same time. Find out more about its sustainable goals here.
