Homegrown solution goes global
When Jason Finnis launched his eco-textile company in the 1990s, he heard a lot of jokes about products made with natural fibres like hemp. "People said I must be smoking what I'm selling – who would want to buy clothes made of hemp?" he says.
Today, 13 years later, consumer demand has caught up, and Finnis' company Naturally Advanced Technologies (NAT) provides environmentally friendly clothing to clients such as Google, Starbucks and Costco through its wholly owned subsidiary HTnaturals. "Sustainability is a global megatrend – everything from cars to food to cosmetics is becoming greener," says Finnis.
The company is banking on that demand as it prepares to enter the $150 billion global market for apparel and upholstery textiles with Canadian-grown hemp that offers an environmentally friendly alternative to organic cotton
29,000 litres of water are required for every 1 kilogram of cotton produced. "All that hemp needs is rainfall
clipped from: www.nrc-cnrc.gc.ca 
