“Things like bamboo rayon, and things like milk and soy and all of these protein fibers… these are old technologies… and now I think people are going back to them and saying oh this is natural, this is natural, this is natural. But natural isn’t always environmentally friendly.”

Todd Copeland, from Patagonia’s fabric development team, warns against buying bamboo clothing.

In this video, Copeland gives us a primer on all the Patagonia e-fibers: organic cotton, hemp, tencel, organic wool, chlorine-free wool and reyclable nylon.