The process clothing companies use now requires petroleum and can cause serious pollution. So Huue is growing bacteria that produce the exact right colour, with no toxic chemicals.
Of the 4 billion-plus pairs of jeans that are made each year, most are dyed with petroleum-based dyes. At some factories, the toxic wastewater from the process is dumped into local rivers.
Now, at a Bay Area lab, a start-up called Huue is experimenting with a less toxic way to turn denim blue: using bio-based dyes brewed in bioreactors. The original blue jeans-think Gold Rush-era Levi’s-were coloured with a dye called indigo that was made from plants. But new synthetic dyes quickly replaced the natural products.
Biotech Revives Natural Indigo
“As of about a century ago, when chemical dyes were introduced, because they were so high-performing and so scalable, they basically completely overtook the more renewable plant-based method,” says Michelle Zhu, CEO of Huue. While some denim designers still use plant-based indigo, it’s rare. The start-up, which evolved from co-founder Tammy Hsu’s work in a lab at the University of California-Berkeley, studies the enzymes in plants that create colours in natural dyes, and then replicates them using biotech, beginning with indigo.
“We engineer microbes to basically incorporate those enzymes and produce the specific colour compound of interest,” Zhu says. Upstairs in the company’s Oakland lab, it runs tests in bioreactors to find the optimal conditions to grow its microbes and create the new dye. Downstairs, it tests the dye on fabric.
The process eliminates the use of petroleum to make dyes. A kilogram of standard indigo dye, the company says, requires 100 kilograms of petroleum to produce. It also eliminates chemicals like the formaldehyde and other chemicals used to make dyes. The resulting dye can be easily used in factories without changing production methods.
“It can slot into the existing denim manufacturing process like a one-to-one solution,” says Zhu. “That was really important to us as we were evaluating how we were going to make sure that this was going to have high adoption and be really well received within the industry.”
Read more: The Technology Hub for Global Denim Trends: ITM 2026
The start-up, which launched a year and a half ago, announced that it is one of four women-led start-ups to win $1 million in Melinda Gates’s Female Founders Competition, funded by Gates’s Pivotal Ventures fund, Microsoft’s M12 Fund, and the Mayfield Fund, and it raised another $3 million from a variety of impact investors. Now, it’s beginning to work with denim brands to run pilot tests.
“The industry has also been working to bring in new fibres that are more green and planet-friendly,” says Adriano Goldschmied, the Italian fashion designer known for his denim, who is working with the company as an advisor.
“But the real problem and the most important one is: How do we sustainably produce indigo? When I first met Michelle and she presented Huue’s technology, I immediately realised that she had the solution to change our industry.”
The start-up also aims to have a wider impact on the world of apparel, using biotech to create new dyes across the colour spectrum and “reinvent the colour industry,” Zhu says. “We have our sights set on the broader $33 billion dye market.”
