As the world is becoming more environmentally conscious and “going green” is becoming a leading philosophy of life, people want to be nature-friendly in every aspect of their lives. Fashion is not an exception – people would like to go green, but don’t want to wear a recycled burlap sack. They want their clothes to be comfortable and fashionable, and that is why the fashion industry is becoming more and more eco-friendly every year.
Well known apparel brands such as American Apparel, Barney’s New York, D&G and Saks have introduced eco-friendly product lines, and they are not the only ones. There are hundreds of e-shops and boutiques specializing in trendy, fashionable eco-friendly clothes. The demand for such apparel is becoming higher every year, so this market should only expand and the choice will become even wider.
Eco-friendly clothes are made from natural and/or fair trade materials grown without any pesticides. These materials include, among others, cotton, wool, linen and bamboo. They are not chemically treated in any way and dyed only with natural, environmentally friendly dyes. Some of the companies offer completely recycled clothes, such as shoes with soles made from recycled car tires.
Even movie stars, such as Emma Watson from the Harry Potter series, are popularizing the environmentally conscious ways of creating fashion. This year, Ms. Watson has teamed up with high fashion designer Alberta Ferretti to create Pure Threads by Emma Watson, an eco-friendly fashion collection. If well-known celebrities who are known for their fashion sense start eco-friendly product lines, we should expect this trend only to grow.
There are also brands which create high fashion clothes in an eco-friendly way, such as Green Goddess, EcoSkin, The Batallion Eco Couture, Sworn Virgins and Beau Soleil. As this becomes more and more popular, we should expect “green” high fashion clothes to be introduced on the catwalks in Paris, London and Milan in a few years.