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Thank you. From Wondry, I'm David Brown, and this is Business Wars Daily on this Thursday, July 11th.

For those of you relaxing at a pool or a beach this week,

happy vacation. And now for the guilt trip. You're probably wearing what turns out to be one of the

most environmentally unfriendly pieces of clothing in your closet. That would be your swimsuit.

What makes your bikini or briefs more unsustainable than, say, your shirt or

socks? It's the plastic. Baving suits are full of the stuff. It helps make the fabric stretchy and

waterproof. But because we have a plastic crisis in our oceans, more and more fashion companies are

trying to wring the plastic out of their swimwear. That's such a challenging

technical proposition that one of the leaders in sustainable fashion, the 10-year-old brand

Reformation admits right up front that to be truly sustainable, you should just go naked. Barring

that solution, however, Reformation is battling for your bathing suit business with several other responsible brands, among them the fitness brand Athleta owned by The Gap.

...