Eco friendly clothing is in the market, andhighlighted in ramp shows with a big buzz So, with all that fame, is green thenew black?


Global initiative has exploded in a big way in the recentyears, creating an awareness of the impact our everyday life is creating in theenvironment. With an attempt to boost their sales, various sectors areenhancing their ecological credentials through the development of business strands,and through the manufacture of earth friendly products.


Once considered as the costume of hippies, who used to wearhemp fabrics, today eco fabrics have come under the global spotlight throughcat walks and celebrity endorsements. Garments made from natural fibres, anddyed in natural dyes, have started filtering into the streets. JWT, the world'sbest-known marketing communications brand in its recently released list hasquoted that eco fashion will play a major role in the current year. (JWT's 100Things to Watch in 2010)


Is Eco Fashion Hot?


Despite the growing concern about eco fashion, there is nota major change in the purchase behavior of many consumers. Green garments mightbe generating a big buzz, but still more awareness needs to be created amongthe consumers.

 

Raw materials used in making eco clothing are generallyplanted and harvested in one place. Then it is sent to a factory for processingit and later is spun into yarn. This yarn is transported to a factory and iswoven into fabric, which is then sent to a dye mill for coloring. Later thefabric is sent to a manufacturer, who with a designer drafts the patterns forthe clothing, cuts and sews the garments. The final product is then packed andis available at the shops for consumers. At every state, it involves workforce,who are paid for their labor. Organic cotton is also available only in limitedquantities. Low impact dyes are used in coloring these fabrics which causesless or no impact to the environment as well as to the human skin.


Apart from this, consumers are quite confused regarding thetheme ecological. They are not completely aware of what conditions if theapparel satisfies, would make it eco friendly apparel. No clear instructionsare seen on the label of the garment thats informs the shopper about the ecocredentials. Many retailers sell their products claiming it to be eco friendlywhile in reality only a small part of the apparel is such, for instance onlythe cotton is organic, and the other process of making the garment is ruthlesslydamaging to the environment.


Companies implicated in making eco friendly clothing shouldbe provided adequate subsidies, and support from the Government. Designers, whocreate patterns for this clothing, should put their focus keeping in mind tomake the designs timeless, so that the eco garment remains a wardrobe staple,an outfit that remains in the wardrobe of the consumer for many years.


References:


  1. &sec=article&uinfo=<%=server.URLEncode(2322)%>">http://www.ecofashionworld.com/
  2. &sec=article&uinfo=<%=server.URLEncode(2322)%>" target="_blank">http://www.pr-inside.com
  3. &sec=article&uinfo=<%=server.URLEncode(2322)%>" target="_blank">http://environment.about.com/