Consumers are increasingly going in for eco-friendly options. Be it with an intention of saving mother earth, or an aspiration to be trendy, they no longer need to sacrifice on the fashion part.

Generally it was imagined that organic clothing was not very fashionable. Shapeless tunics and burlap like fabric textures, these fabrics were considered as less appealing; until a couple of years ago. Currently, organic clothing is on the radar, fuelled by rising ethical consumerism. Threats of global warming, and an increasing awareness about eco friendly living is increasing customer focus towards organic clothing. Today, the concern is not just being well dressed, but also dressing up and being environmentally conscious.

Organic clothing has crossed the barriers of just being hippie skirts, grainy T-shirts and shorts. Redefining the impression of coarse fabrics, they are now considered as environmentally friendly, safe, and sustainable. Gaining the fashion spotlight, they are also crowned as fashionable, trendy, and stylish. Organic fabrics are made using natural materials that are produced without using any artificial or chemical fertilizers, pesticides or hormones. Raw materials for making organic clothing come from plants that are not radiated, or treated with chemical pesticides. The seeds are not genetically modified.

Global clothing industry is estimated to be around $7 trillion. In this, organic clothing market is seeing a positive growth of 11% year-on-year. Manufacturers are retailers are increasing the proportion of organic fibres in their garments, and many others are stepping ahead of them, going for 100 percent organic apparels. Main segments of clothing such as womenswear, kidswear, and home products see a robust market for organic clothing. New segments such as accessories and menswear are gaining focus. Mr. Arun Baid, Founder, Aura Herbal states, "We see lots of people aware of pollution due to textile processing." He states there is a good market for organic cotton, the main material for organic fabrics.

Manufacturer's responsibility:

Organic clothing production implies less or no toxic emissions into the environment. Apparel makers want their consumers to think about cotton in their clothing and also the conditions under which the garment is being manufactured. Manufacturing process of organic fabrics like wool, silk, cotton and hemp needs to meet the standards regarding fibre processing, production, dyeing and non-toxic handling. Manufacturers are switching to organic products, some considering ethical practices, and others due to consumer's concern for environment.