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A company founded by Christian Eidem and Tom Ellefsen sinks down the throat of the Swedish giant.
It is a race to solve the problem of more and more plastic in the oceans. One of the biggest problems is microplastics, which are not so easy to see with our eyes, but which are dangerous for animals that live in the sea.
Much of this microplastic is excreted in the water when we wash clothes. About 60 percent of the textiles we use are plastic-based.
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The Norwegian found a very special solution
So far, there are several companies that want to solve the problem by reducing the need to wash clothes with the same frequency. Leading companies like Swedish Polygiene use silver in clothing processing.
But businessman Tom Ellefsen, who has lived in Asia for more than 20 years, scratched his head at the solution. Because silver is toxic and can cause great problems for animals and plants in the ocean.
He immediately had an idea: We always use gum and toothpaste to keep ourselves clean and kill bacteria. All these products have one substance in common: mint.
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After several years of working with the solution, Asia-registered Life Natural, led by Tom Ellefsen and investor Christian Eidem, has developed a peppermint oil solution.
Peppermint oil counteracts bacterial growth and helps fight odor from used clothing, and especially exercise clothing.
The technology consists of using natural products in clothes, combined with the addition of peppermint oil directly on the clothes. Therefore, it counteracts the growth of odors and bacteria.
This solution has already been acclaimed by the American financial newspaper Wall Street Journal, which has tested garments treated with peppermint oil. For 30 days he tried to stick to some clothes, without smelling. He thought the solution worked well and predicts a bright future for such garments.
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CEO Tom Ellefsen is brilliantly pleased with the growth and performance of the company.
– The response of our clients has been unique. With the international focus on hygiene, Life Materials Technologies faces a bright future, he tells Nettavisen.
They have already collaborated with a number of major clothing manufacturers, such as Colombia Sportswear and North Face. They also collaborate with the giant English chains Marks & Spencer and John Lewis.
INVESTOR: Norwegian investor Christian Eidem (right), here with one of the richest men in the world, Elon Musk.
Photo: Ole Eikeland (Mediehuset Nettavisen)
Swedish competitors
The Swedish giant Polygiene is one of the great competitors of the Norwegians. Instead of using peppermint oil, the company has used silver in clothing processing. This should be effective in fighting bacteria and odors. However, silver is toxic, which reduces the plastic problem, but introduces a new problem.
Svensk Vatten, which is the supervisory body for the Swedish authorities, has already issued strong warnings against this solution.
– Silver is often used in sportswear due to the antibacterial effect. But many customers do not know that silver is toxic. In the long term, silver can be a major threat to marine life, says Anders Finsson of Svenskt Vatten.
The Norrøna company ended up abandoning the collaboration with Polygiene after criticism.
The Swedish rival has big brands on the client list with Adidas, Salomon and Callaway.
It has seen strong growth in the last year, and participation has increased by as much as 200 percent.
The online newspaper has been unable to obtain comment from Polygiene. When asked about the technology, they have previously stated that the garments are safe and that the silver that comes off the clothes when they are washed is minimal. The products are approved by the EU authorities.
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