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Eco-fashion: Consumer needs to be educated
Mar '10
Once considered as the costume of hippies, who used to wear hemp fabrics, today eco-fabrics have come under the global spotlight through cat walks and celebrity endorsements.

Garments made from natural fibres, and dyed in natural dyes, have started filtering into the streets. Despite the growing concern about eco-fashion, there is no major change in the purchase behavior of many consumers.

Green garments might be generating a big buzz, but still more awareness needs to be created among the consumers. Consumers are quite confused regarding the theme 'ecological'.

They are not completely aware of what conditions the apparel satisfies, to term it a eco-friendly garment. No clear instructions are seen on the label of the garment that's informs the shopper about the eco-credentials.

Many retailers sell their products claiming it to be eco-friendly while in reality only a small part of the apparel is such, for instance only the cotton is organic, and the other process of making the garment is ruthlessly damaging to the environment.

Companies involved in manufacturing eco-friendly clothing should be provided adequate subsidies, and support from the Government.

Designers, who create patterns for this clothing, should focus on making 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.

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Fibre2fashion News Desk - India

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