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'Green fashion is not yet a phenomenon of the masses'
17
Oct '14
Mr. Lary Brown
Mr. Lary Brown
“Green fashion - be it recycled, organic, fair trade, vegan or other movements - is not yet a phenomenon of the masses” said an executive head of an international clothing brand, which has recently unveiled its first-ever recycled Autumn/Winter apparel collection with a R Cert verification tag from the Hong Kong-based environmental sustainability promoting NGO, Redress.

“To date, it is still a relatively small niche segment of the market, albeit a growing one with highly committed consumers. Over time, green fashion will increase in importance,” said Head of Global Sourcing Compliance – Esprit, Lary Brown, about the slow but steadily growing demand for sustainable fashion, while speaking exclusively to Fibre2fashion.

Further talking about the role played by Esprit in popularising eco-friendly clothing, he says, “As a large international brand that defines sustainability as an attitude across our entire value chain, Esprit is convinced that our efforts are an inspiration in the market.”

“For us, recycled fashion - as well as all our sustainable products - falls under our inherent and strategic commitment matching our brand heritage. Esprit looks forward to having our efforts in this area both respond to increasing consumer demand, and help drive innovation further,” he adds.

Brown also spoke about the rising consciousness about sustainable products among the brand’s German and Scandinavian consumers. “The Esprit consumers are generally quite conscious in the way they purchase and consume. This consciousness holds true in the German market, where Esprit has more than 40 % of its sales and where we see - along with Scandinavia and the Netherlands - increasing consumer attention toward matters around supply chains and production.”

While quizzed about the response to the label’s newly launched Redress NGO-approved A/W collection, the Espirit executive avers, “The consumer and media response to the Esprit’s recently launched recycled collection, which we developed in collaboration with Redress, an NGO, through the EcoChic design competition, has been overwhelmingly positive so far; sales will show during the next few months.”

Designed by the Berlin-based Redress EcoChic Design Award 2013’s winner, Karen Jessen, the 13-piece Recycled Collection by Esprit 2014 is made using the recycled fabric off cuts sourced from the brand’s own manufacturing units.

Available for sale in select Esprit retail stores in Austria, Belgium, Denmark, Finland, France, Germany, Netherlands, Switzerland, UK, Hong Kong and Singapore, the range includes eight denim (using about 43 percent recycled cotton fabric) and five knit or jersey (crafted from 65 percent recycled polyester and 35 percent recycled cotton derived from the clothier’s own T-shirt off cuts) styles replete with modern design sensibilities, subtle detailing and feminine lines.

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Courtesy: India ITME

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