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Sustainable fashion to gather at Ethical Fashion Show
Nov '17
Courtesy: Ethical Fashion Show Berlin
Courtesy: Ethical Fashion Show Berlin
International sustainable fashion brands will display their collections at the Ethical Fashion Show Berlin and Greenshowroom during January 16-18, 2018, as part of the Berlin Fashion Week. For specialist retailers, the Ethical Fashion Show Berlin and Greenshowroom are unique platforms and the largest trade fair for fair fashion and sustainable lifestyles.

At the trade fair, specialist and conventional retailers will be able to gain a comprehensive overview of a broad spectrum of sustainable fashion, from casualwear and streetwear to contemporary and high fashion. In addition, specialist conferences, workshops and discussions on innovation, sustainability and technology in fashion will bring together the key players in the fashion industry and encourage them to share experiences on these topics.

The purchasing behaviour of a broad consumer segment has fundamentally changed: the share of organic products within the total expenditure on food and beverages in Germany has almost doubled from 2.9 per cent to 5.7 per cent in the last ten years. With electric vehicles, hybrid engines and rental concepts, mobility is moving towards a more environmentally friendly future.

The Nielsen study on the subject of the “Green Generation” confirmed back in 2015 that sustainability is a priority for the new generation of millennials when it comes to shopping. Around three in every four 15 to 20-year-olds are prepared to spend more on products by brands that are committed to environmental or social principles. The percentage increase within just one year was significant: from a proportion of 55 per cent in 2014 to 72 per cent in 2015.

For many consumers, a sustainable lifestyle now also includes clothing that has been produced in an environmentally friendly and socially responsible manner. The success of sustainable fashion is likely to be helped by the fact that many brands have a memorable character and real stories behind them. The products are fashionable and contemporary. The manufacturers are fully committed to sustainability. They are incubators, trend-setting and future-oriented, and also partly revolutionary. Their products embody the change that is currently taking place in society and reflect what Generation Green is looking for.

Sustainable fashion is varied and colourful. All the brands whose products fall into this category essentially produce according to environmentally-friendly and fair criteria that go beyond the legal requirements and they communicate these criteria openly and transparently. They set different priorities in this respect: regional production, the promotion of social or humanitarian projects, adherence to fair standards for workers in the textile value creation chain, animal welfare, controlled organic farming, recyclability, longevity or sustainable fibre alternatives. The manufacturers of fair fashion are primarily concerned with working together responsibly in a globalised, networked world. They want to ensure that they pollute the environment as little as possible and at the same time produce stylish fashion. They are drivers of innovation and have fun while they do it.

Meanwhile, a large number of sustainable fashion brands around the world are enjoying great success. Consumers can find what they're looking for, particularly on the Internet. Numerous online shops and blogs specialise in the green lifestyle. Antonia Böhlke from the blog www.mochni.com has published a list of international websites for fair fashion. These include accompanyus.com, reve-en-vert.com, theslowmode.com and takeitslowfashion.nl. One of the best-known specialist online shops in Germany is probably Avocadostore. In addition, there are the platforms of leading brands such as Hess Natur, Lanius and Armed Angels.

However, there is also a lot going on in the stationary retail trade. In recent years, numerous concept stores for eco-fashion have been established. The German market is currently one of the pioneers in Europe with chain store-based multi-label concepts such as Glore, Manufactum and Deargoods as well as various individual stores. Conventional retailers such as Modehaus Hempel in Wolfsburg or Woggon in Göttingen also include sustainable fashion in their product range. (SV)

Fibre2Fashion News Desk – India

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