The venture, entitled Catalytic Clothing, is the creation of Professor Helen Storey MBE, a practising artist and designer at London College of Fashion, and Professor Tony Ryan OBE, Pro Vice-Chancellor for the Faculty of Science at the University of Sheffield.

The two biggest sources of air borne pollutants are industry and motor vehicles. Although the majority of the pollutants are prevented from reaching the air, using technology such as catalytic converters, some do escape. It is these pollutants that Catalytic Clothing aims to break down using a form of nanotechnology to harness the power of a photocatalyst, which gains the energy it needs to be active from light.

When the light shines on the photocatalyst, the electrons in the material are rearranged and they become more reactive. These electrons are then able to react with the water in the air and break it apart into two radicals. These radicals then react with the pollutants and cause them to break down into non-harmful chemicals.

 The photocatalyst is actually delivered to the surface of the clothing during the traditional laundry procedure as an additive within a standard product such as a fabric conditioner. The active agent is packaged within a shell that is attracted towards, and subsequently binds to, the surface of the clothing during the washing cycle.

Keen to involve the general public in the campaign, the official launch takes place next week in London with the campaign also including an exclusive film about the project starring Erin O'Connor with soundtrack by rock band Radiohead.

As well as Storey and Ryan, Professor Frank Kelly, Chair in Environmental Health at King's College London will speak at the event which will be hosted by the Director of the Centre for Sustainable Fashion at London College of Fashion, Dilys Williams.

The project aims to help tackle some of the world's most pressing environmental problems In parallel with many countries around the world levels of air pollution in the UK have reached dangerously high levels. National estimates suggest air quality is a contributory factor in approximately 50,000 premature deaths, organizers said.

For tickets and information please contact Rebecca Munro, Media Relations Manager at London College of Fashion on 0207 514 2998 or email r.b.munro@fashion.arts.ac.uk.