Adopting an eco friendly life style is no more an uninspiring trend. Eco apparels have gone through a fashion metamorphosis from those rough hemp and cotton fabrics into electrifying high-end styles and are also available at a price range to fit into every individuals wallet.

Global apparel industry is driven by the consumers preferences towards ethical lifestyle.

A report on Ethical Consumerism by the Co-operative Bank states that sales of ethical clothing during the period 2007-2009 rose to 275 million USD, a period when recession was at its peak. It has become a 6 billion dollar a year industry with an inspiring growth rate of 40% a year since 2005. In the next 5years, eco friendly and sustainable clothing will play a crucial role in global apparel industry.

Ethic-savvy consumers mindset:

Consumers today are getting increasingly aware of the universal issues of global warming,and the environmental problems affecting the planet. Consumers are emotionally influenced by environmental concerns, and demand ethical practices be followed in apparel making. This is a trend that is picking up speed. Apparels made from organic fibres, organic cotton, and by adopting manufacturing process that does not harm the environment, or living beings are considered important. Along with this, they also prefer their eco-friendly garments to be garnished with some fashion elements.

Environmental interest as compared to the previous year (2009 study)

Key players of the apparel industry such as Wal-Mart, H&M, GAP, Hanesbrands followed by many others are now investing significant amount of resources in eco friendly methods of manufacturing. Consumers of North America are more interested towards green lifestyle comparatively over the European consumers. With more new brands springing up in the British market, shoppers therein are showing increasing interest towards the trend. To play their part, US has initiated a two year pilot project of introducing Fair Trade certified apparel and home textiles. This gives a guarantee to the shoppers that the garment in manufactured in safe working conditions.

Green Fashion set to grow:

Green clothing fashion is proving to be an incremental category, rather than interfering in the existing line of traditional clothing. Consumers add a few new green items to their existing wardrobe. A survey conducted by Coneinc reveals that, despite the gloom of recession, customers indicate that they prefer to buy environmentally responsible items.

Economy has not affected the Eco savvy consumers, 2009 study

Demand for organic cotton from clothing manufacturers from across the world has surpassed the supply. With Earth Day round the corner (April 22nd), more eco friendly apparel campaigns are being planned to hit the market place, capitalizing the event. Retailers are using this as a tool for inspiring shoppers to demonstrate their commitment to environmental protection and sustainability.

Eco-fashions make their debut in the ramp:

Fashion designers from all over the world are showcasing their organic, and eco friendly collections made from natural fibres such as hemp, bamboo etc. Raw materials for their apparels are made from organic substances, re-used materials, recycled fabrics, and apparels made without involving harmful chemicals, or bleaches. These garments are also made in save working conditions which does not damage the health of the workers, and are also ensured that they get fair wages. This spreads charisma to the emerging green division of the fashion segment.

It is a healthy happening that consumers are becoming more environmentally conscious, and focus towards the green fashion. Apparel makers and retailers must utilize this to develop long term commitments, thereby retaining customer loyalty and trust.


1.      Apparel Online, Feb, 2011.