Brookwood-ZERO is about fabrics

At Brookwood, our initial discussions about PFAS in fabrics focused solely on the per- and poly-fluoroalkyl substances themselves and their impending ban in California starting in 2025. However, I believed the conversation needed to shift to include the fabric itself, not just the chemical. This perspective created a more meaningful context, prompting us to consider the fabric as a whole and the role PFAS plays in its properties and in the end products made with it.

We developed Brookwood-ZERO, a groundbreaking product that is:

1. A water-repellent finish,
2. Designed specifically for fabrics,
3. Free of PFAS.

By recontextualizing PFAS as one of three critical factors—alongside the fabric’s functionality and water repellency—we reframed the conversation with customers. This approach didn’t diminish the importance of PFAS elimination but positioned it within a broader narrative about fabric performance and customer needs.

This strategy proved highly effective for Brookwood. We assured customers that our fabrics retained their desirable qualities, provided water resistance, and were completely PFAS-free. As a result, we became a leading seller of PFAS-free fabrics, achieving this position eight months ahead of California’s ban on these chemicals.