Eco-Green-Organic-Sustainable-Fashion
When did green fashion get so haute?

Oct 29 | archive | subscribe

In the 90’s, eco-friendly clothing meant hippie skirts and Birkenstocks. Today, eco-fashion is loosing its shapeless flower child image of yesteryear. Think vegan high-heels; think low-rise, boot-cut jeans; think couture canvas handbags; think Richie Rich and Stella McCartney.

The term “eco-fashion” has been coined to refer to fashionable and stylish clothing that has been manufactured using eco-friendly processes under Free Trade conditions.  Eco-Fashion clothing can use recycled clothing and even recycled materials such as eco-fleeced produced from recycled plastic soda bottles.  Eco fashion is not necessarily made from organic fibers and is not necessarily healthy for people with chemical sensitivities.

Designers have been toying around with organic and natural fibers for years, but have rarely taken it beyond tee shirts. Todays eco-fashion is broadening beyond the Internet, catalogs and a few stores. Now big names like Levi’s and Patagonia are making a point of carrying eco-designs in their stores.

With the help of name-brand designers such as Richie Rich and pop culture celebrities like Drew Barrymore, Cameron Diaz, Edward Norton and Jake Gyllenhaal, eco-friendly fashions are getting noticed and ready for prime time.

Uber-cool designer Richie Rich and Traver Rains created Heatherette - a campy punk trash and flash fashion line that is currently hot with all the trash and flash chic celebs such as Gwen Stefani, Paris Hilton, Justin Timberlake, and Britney Spears. Rich says designing with sustainable, recyclable and environmentally friendly fabrics is something he’s going to continue playing with.

“People often perceive the fashion world as superficial, so it’s great to work with materials that are actually good for the environment. I had my doubts, but when we actually saw the fabric swatches we were blown away. They were gorgeous, and it wasn't hard to design with them.” Said Rich.

In 1993, Patagonia pioneered the move toward eco-conscious clothing by becoming the first major manufacturer to produce fleece made from recycled plastic soda bottles. In 1996, the outdoor sportswear company switched its entire sportswear line to organically grown cotton. They remain a leader in eco-gear field by keeping the eco-conscience products flowing such as the Eco Rain Shell jacket, made from recycled polyester.

In 2006, Levi’s began selling 100 percent organic cotton jeans in its Red Tab and Capital E collections. Organic versions of Levi’s signature 501 jeans are dyed with natural indigo. U.S. Brand President Robert Hanson says it’s critical for Levi’s to continue to innovate their products and within the category itself in order to drive positive change.

“Consumers who seek to minimize their personal impact on the environment can choose jeans that demand less from the environment without forfeiting the style or quality they’ve come to expect from the Levi’s® brand.”