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MaraJoara Swimwear touts 'Green is new black!'

24
May '07
MaraJoara Swimwear Designer, Leesa Fogarty, presented this week at The Fashion Group International Inc conference to deliver their case study, "Is Green the New Black".

It appears that Fashion Designers and the Textiles Industries globally are beginning to recognise that conscientious consumerism is not just a great marketing opportunity but rather it represents a permanent shift in the way consumers are making purchasing decisions.

The fashion industry, built on speed chic fashion, constant change and quick turnover, is taking a longer view. For the cool and stylish, green is the new black. Ethical consumerism is here and it is growing fast. Sydney went “black” to be “green”,” The Inconvenient Truth” became a box office hit overnight and almost every Australian from teen to pensioner now boasts a wrist band in one colour or another.

It sends out a positive message rather than dwelling on fashion's destructive downside: clothing made from fabric with cheap labor, then dyed with pollutants, stitched in a sweatshop, washed frequently and ultimately dumped in a landfill.

The MaraJoara tribe tells the story that thousands of years ago in the Amazon Jungle, the ancient chiefdoms emerged on the floodplains – their women wearing tangas – intricate ceramic carved pieces that when tied to the body demonstrated in an illiterate community her level of social status and class. Today MaraJoara is a label that brings to the market the inspiration to “viva a vida” – to live the life and whose brand aims to speak silently – symbolically – globally.


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