Imagine a shirt with the soft, natural feel of cotton but it doesn?t need to be ironed. Imagine as well active wear that breathes and is not smelly. While some synthetic fibres can do this, they are made from petrochemicals and every time you wash them, tiny microfibers of material are pulled free and enter our waterways. These fibres do not break down and can build up in the food chain. When you wash cotton, fibres are also shed but these are biodegradable and will break down rapidly. Some 100 % cotton products currently don't need ironing but these tend to have been treated with chemicals to give them their special properties. CSIRO is working on the solution. https://blog.csiro.au/best-of-both-whorls-cotton-with-the-benefits-of-synthetics/