Best Global Green Brands 2014

truth in advertising

Eco-Threads: Sustainable Fashion Brands Demystified

Posted by Charlie Fish on January 27, 2010 03:35 PM

Fashion is nothing if not about trends, and fashion brands are embracing the latest fad: sustainability. From John Varvatos’ “Think Green” tees and hemp sweater to YSL’s chic designs made from leftover fabrics, designers have been implementing sustainable, eco-friendly ideals into their garments and accessories as the demand for ethically and environmentally conscious attire increases.

If the CFDA’s recent Fashion’s Night Out is any indicator, the fashion industry is rethinking and re-strategizing, as lackluster sales and the demise of major fashion houses provided continual financial blows. Clearly, embracing the green trend could prove beneficial for fashion, from its top-tier couture pieces all the way down to mass-marketed, mass-produced items.

Before designers run out and buy all the world’s bamboo and organic cotton supplies for their fledgling line, however, Treehugger.com has done a nice job of compiling a list of the issues that face sustainability in fashion, from costly manufacturing to “greenwashing,” the act of branding a product or service environmentally friendly when it clearly isn’t.

Seven green fashion designers were asked by Ecouterre.com to answer the toughest questions regarding environmentally and ethically conscious clothing. Their answers delved into costs of materials, the effect dyes and pesticides have on humans and the environment, as well as the importance of organic cotton. It’s a plethora of information for the eco-minded and newbies alike. Below, an abridged version for your edification.

Why is Eco-Fashion So Expensive? Bottom line: it costs money to buy cotton that hasn’t been sprayed with cyanide, as it costs money to reproduce a dress that was made without pesticide-laden materials. As the demand for organic cotton increases, so does the price. It’s an expensive cycle.

What is the Biggest Challenge Facing Sustainable Fashion Today?
John Patrick, of Organic, blogs, “One of the biggest challenges today for designers and producers is the lack of readily available credit. In the past 18 months, we have witnessed a shrinking of the money flow.” Patrick also says originality needs to increase, as does visibility, in order to enter the mainstream marketplace.

Can Leather be Eco-Friendly, Ever? No, and here’s why: Not only does it require 20 times more energy to create a leather hide (from start to finish) than a synthetic one, but the chemicals used to stop the decomposition of the hide, as well as to tan the leather, are numerous and harmful to the groundwater and air supply around the facility. Recent strides to use vegetable dyes instead of chromium offer no respite to the environment, either. And, of course, child laborers are often employed in leather factories in places like India.

Are Mass-Market Eco-Fashion Lines a Good Idea? Sublet Clothing’s designers are hopeful that mainstream eco-friendly fashion will mean a permanent shift towards embracing the practice, but large corporations only speak Dollarese so it’s difficult to tell if they’ll uphold the green ideals.

Does Greenwashing Exist in the Fashion Industry? Hessnatur’s creative director Miguel Adrover tells Ecouterre that, “Unfortunately, greenwashing exists everywhere, including the fashion industry.” He refers to what he calls eco-lies, wherein an organic material will be blended with chemically treated dyes or other, non-friendly fabrics and sold as organic. For Adrover, it’s most important to realize beautiful designs need to also be beautifully created, as in, with human beings and the planet in mind.

Does the Art of ‘Craft’ and ‘Handmade’ Matter in Fashion? Duh.

Why Does Wearing Organic Cotton Matter if We Don’t eat it? Green Babies founder Lynda Fassa argues the importance of organic cotton in this last question. Conventional cotton uses up 25% of the entire world’s pesticide and fertilizer usage, even though it occupies only 3% of the entire world’s available farmland. Still not convinced? All your favorite salty snacks like potato chips and corn chips list cottonseed oil as an ingredient, and Fassa’s betting that they’re not using organic cottonseed oil. And if you’re more into burgers than salty snacks, you should know that hulls from cottonseed are widely used to feed cattle.

Comments

wholesale electronics People's Republic of China says:

Here have a variety of advanced technology to produce electronic products,Most  wholesale electronics http://www.trademic.com

today use semiconductor apparatus to accomplish electron control. The abstraction of semiconductor wholesale electronics and

accompanying technology is advised a annex of physics, admitting the architecture and architecture of cyberbanking circuits

to break applied problems appear beneath  go to wholesale electronics,engineering. This commodity focuses on engineering

aspects of electronics.wholesale electronics is a able manufacturer, specializes in development, manufacture. We accept broad

Cheap Consumer Electronics, China wholesale Electronics go!: Like Cheap Unlocked Cell Phones, Hiphone, MP3 Players, MP4

Players, MP5 Players, Computer Accessories, Car Electronics, Bluetooth Products, USB Flash Drive, Memory Cards, Health &

Beauty, iPod & iPhone Accessories, Digital Photo Frames,Car Audios, Car DVD Players, Digital Cameras, Digital Camcorders,

Video Game Accessories, Spy Cameras, Security Products and Electronic Gadgets from China.
We accept over 2500 accomplished and accomplished advisers and our accessories of 7,300 aboveboard meters are able with

avant-garde productions and testing machines. We accept the absolute superior ascendancy arrangement and strive to

accommodated and beat our customer's expectations,wholesale electronics.
Do you find mbt lami shoes http://www.mbtsonsale.com/mbt-lami.html for a long time. Here is the richest in the world and you

can find your needs bring you harvest. yes, mbt lami shoes Purple Shoes is the first physiological footwear that has a

positive effect on the whole body. buy mbt lami shoes 's sole is curved, not flat. Anti-shoe is unstable, not stable.

Swissmasai activates your muscles instead of undermining them. The mbt lami shoes Birch Shoes Chapa feature feature rich

nubuck leather with single-layer mesh upper bodies for strong but breathable wear,mbt lami.

April 15, 2010 10:07 PM #

Urban Clothing United Kingdom says:

Thanks for the info, looking forward for more good stuff!

April 19, 2010 06:26 AM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements