1250 words
International organic brands with buzz
Kevin Bacon never uses plastic bags. Instead he carries a canvas bag when he goes shopping.
Leonardo di Caprio established his own environment organization (leonardodicaprio.org) and he
drives hybrid cars. And Darryl Hannah uses vegan cosmetics that are not tested on animals, are
non-carcinogenic and biodegradable. To be green is hot in Hollywood. Famous fashion designers
and brands from all over the world, also take ecological problems serious.
British designer Stella McCartney does not use leather or other animal-derived materials for her products
and `convenient for the vegetarians` label is written at the sole of the shoes she designs. This spring
Swedish brand H&M launched its green “garden collection” of which all the garments have been
produced using sustainable materials or using recycled PET bottles or textile waste. The awareness of
ecology started increasing after people all around the world learnt about the risks of global warming. The
demand for a healthier life of consumers increases and this also reflects into fashion demands. More and
more fashion designers and fashion companies are producing clothes from soy, organic cotton or
bamboo- based fabrics. But as consumers we have to be aware. 'Natural fibers' are not necessarily good
for the environment. The amount of pesticides used for regular cotton production is sometimes much
higher than, for example, those used for corn. And recently there have been discoveries that supposedly
“organic” cotton was contaminated with genetically modified cotton. So don’t take any claim for granted
and keep beeing critical.
With the global trends shifting in the favour of going green there are various ways of being
environmentally friendly in fashion. For example textiles, garments and fashion accessories with the topic
of organic (organic cotton & wool), natural dyeing (plants dyeing, mineral dyeing), recycling (eco-friendly
products made of recycled materials), eco-friendly products, well-decayed fabric and reduced-pollution
products. The London Fashion Week 2010 showed that more and more designers have eco-fashion in
their collections, especially the eco cotton is favorite. For example the cotton shirts of Moschino, the light
gray suits with a light-colored cotton lining of DKNY, the cotton material with large flower print of Donna
Karan, or the cowboy style with cotton denim suit, cotton shirts and cotton dresses of Ralph Lauren.
Japanese fashion designers have always had a preference for cotton, hemp and other natural fibers.
This year “kapok poet” KENZO showed cotton with colourful flower prints. The “fabric magician”, Issey
Miyake, often uses cotton, knitted cotton, flax and other natural materials. In his 2010 designs he uses a
very high purity of color cotton and with his famous hand he once again creates a mysterious visual effect
to “a piece of cloth”. Kawakubo Ling of “Comme des Garçons” (is this right?) shows large, black and
white, square fashion, full of sarcastic humor, and uses a lot of knitted cotton material in her designs.
Meiling Chen’s designs are a free-spirited and thoughtful journey into the uncharted terrain of hand-made
ready-to-wear and eco couture. The New York City-based designer, who launched her first sustainable
fashion collection in 2008, has since been participating in numerous runaway shows during New York
Fashion Week and gallery exhibitions ( such as The Carriage House and Gitana Rosa Gallery in New
York ). She is also invited to participate in Project Earthday, Eco Chic Fashion Shows and ethical fashion
shows internationally. Hand-dyed, carefully procured organic fabrics, luxe custom-tailored details, and
waste-free processes all define her label’s ethical intent. Her overall goal is to incorporate playfulness
and creativity into contemporary living, while also creating timeless, trend-defying, and ethically
responsible apparel. The soft folds, clever geometry, and unique texture of her designs speaks to the
beauty of original style and the daily lives of the individuals who fearlessly and expressively share her
vision. Meiling Chen: “It is crucial for each of us can pay a little more attention to our daily life and what
we do, with the consideration of environment in mind. Clothing is a necessity of life, green fashion is a
plus on top of vanity. I believe everyone should do what they can to better the world in their own way,
every little thing helps! If we can provide beautiful clothes and reduce the harmful effects on the
environment at the same time, why not? Each of us are connected and everything is related in some
ways. Sometimes, one thing effects another in ways we least expect. It is our responsibility to do our best
with the world in which we live.”
More then ten years ago the Chinese brand Icicle started in Shanghai and now has 60 shops
all around China. Icicle focuses on the development and design of environmental friendly
fabrics. It offers basic, classic and organic collections for women. Icicle wants to be in harmony
with nature. “We strive to make customers feel close to nature and bring them joy.” Their 2010
fashion design is more delicate and feminine. It’s ready to wear fashion for business women
and for more casual use, all in natural cotton, wool, linen, bamboo and other fabrics. Icicle wants to
cheer the world up: “Sweeping down the global economic crisis, it finally began to recover after a
depressive mood and a long slump. The gloomy world is becoming colorful and bright.” New
this year is the Icicle baby line, and they plan to bring out also a man fashion line. An other
Shanghai based store is Jooi Design, a contemporary lifestyle and fashion design company.
Many of Jooi Design’s products are hand-crafted, use traditional techniques, practice socially
responsible manufacturing and apply natural and recyclable materials in many of their
products. Jooi Design and Greennovate have collaborated on a reusable fashionable bag to
alleviate the usage of plastic bags in China.
The non-profit organiszation “Greening the Beige” promotes artists, organisations and
individuals who are dedicated to sustainable development in Beijing. Clarissa Welton is the
driving force behind the organization and she organizes monthly Eco Chic fashion shows. Her
motto is "One Person's Trash Is Another Person's Art Project". In May they organized a fashion
show ECO=CHIC 3: Re-Loved. At this party their was an auction to raise funds for the Hua
Dan Sichuan Earthquake Programme. Along other items the "Brandnü Blouse" designed by
Laura Tinley (LeyLau) has be auctioned. This one-of-a-kind piece is made from donated faux
velvet, lace and a polyester/silk top. The blouse sits loosely on the shoulders like a poncho so
could be for many sizes.
Another green initiative comes from Emma Watson. Her cooperation with the French charity-wear
fashion brand “People Tree” (right translation??) is well received in the fashion industry. Committed to
promoting fair trade organic cotton and non-toxic dyes, the fashion is hand-made in
Bangladesh, India and Nepal to create a large number of employment opportunities. SUNO
in Manhattan debuted quietly in 2009 with his bold fusion of African traditional chintz and New
York street fashion. This printed cotton from the African Kanga became a handmade
exquisite brand that attracted a wave-like attention, the most famous fan is the U.S. first lady
Michelle Obama. Based in Hudson Valley, Red Hook, New york, John Patrick is known as
designer of his own clothing brand ORGANIC that remained true to the territory of natural
organic fibers. But John Patrick goes beyond sustainable style as he eats, lives, and breathes
an eco-friendly lifestyle. He is an designer, a scientist, a politician and an activist. From
growing his own organic cotton, to building fair trade, sustainable industries, to voicing
skepticism of materialism.