Polymer chemist Tony Ryan and fashion designer Helen Storey have joined forces to create clothing which can purify the air.
Catalytic Clothing contains the same nanotechnology found in self-cleaning paints and glasses but applies it to clothes via a special fabric conditioner.
A catalyst -- titanium dioxide -- applied during a normal home washing cycle breaks down harmful airborne pollutants when exposed to ultraviolet light. Ryan discovered that treated jeans were particularly good at absorbing pollution.
Although only small amounts of pollution -- around two grams per 500-gram pair of jeans -- is removed from the air, Ryan and Storey say if the technology was worn widely then city pollution could be reduced.
A short film featuring British model Erin O'Connor and music by rock group Radiohead was released in 2011 to promote the idea to the public.