How printed textiles last longer
Published on 16.01.2026
Pure Waste takes over Re-Shirt
Finnish textile manufacturer Pure Waste has acquired German start-up Re-Shirt. The company has developed and patented an innovative screen printing ink that can be washed out at 40°C. The acquisition addresses one of the biggest challenges in the promotional and event clothing sector: garments are discarded because the printed messages are not suitable for everyday use.
Pure Waste has set itself the goal of producing clothing with maximum durability and a minimal ecological footprint. By integrating Re-Shirt technology, the company is expanding its approach to keeping textiles in circulation for as long as possible. Re-Shirt’s MAGIC INK printing technology makes it possible to wash out textile prints once the message is no longer relevant. This means that garments can be reused or reprinted instead of being discarded.
This opens up new opportunities for brands, agencies, designers and printers. Temporary campaign or event messages can be combined with permanent branding. When the temporary messages are no longer relevant, they are washed out and the garments remain in circulation for the long term. Extended textile use significantly reduces textile waste and lowers water consumption and CO₂ emissions – by up to 95% compared to clothing that has only been worn once because of an obsolete message.
Following the acquisition, Pure Waste will make Re-Shirt’s award-winning technology available to customers and selected partners. Licensing models that enable screen printers to integrate MAGIC INK into their existing production processes are currently being prepared.
Both Pure Waste and Re-Shirt are winners of the Green Product Award. R-Shirt is also a winner of the latest PSI Academy Awards.
Pictures: Pure Waste Textiles Oy
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