The Dark Side Just Got Greener

Ditch the tie-dye t-shirt and Jesus sandals and think recycled natural fibres because environmentalism just became oh-so-sexy. But is it just another passing fad or does fashion truly have a green future?

It began with the body; food went fresh and organic became the new must-have staple. The fact the fashion industry is mirroring society’s concern for the environment is not so surprising. As Coco Chanel once said: “Fashion has to do with ideas, the way we live, what is happening.”

So now you know you want to save the environment but are you really willing to forego creature comforts like hot showers and air-conditioned offices? Embracing eco-fashion could be enough to justify leaving the tap running when you brush your teeth and not buying recycled toilet paper. No longer is fashion simply the clothes that make up a garment; it is now a statement of beliefs and environmental commitment.

Traditionally, manufacturing clothing is extremely damaging to the environment. Growing cotton alone uses 22.5 per cent of the world’s insecticides and five per cent of its land. Eco-fashion attempts to rectify this by embracing sustainability from limiting the use of pesticides, chemicals and dye — clothing should be able to be created forever, without the planet suffering.

But will larger companies forfeit profits in order to have more sustainable products with less of an impact on the environment? It’s hard to be an eco-friendly shopper when humanely made organic and recycled t-shirts sell for around $100 a piece — prices which are high due to the costs of paying ethical wages, growing organic crops and sourcing recycled and vintage materials. With prices soaring, having a good environmental conscience is not always a top priority for the general consumer.

Fad or not, any attention the environment can get is fantastic. Whether you decide to embrace the new trend of eco-fashion and fork out the extra dollars or not, every little bit helps. The fact that the message is out there is what really matters. Because at the end of the day without a healthy planet there is no fashion industry. And what would we do without our neon tights and bubble dresses?

Check out these eco-fashion ranges:

• The Purely Cotton Co:
  www.thepurelycottonco.com
• Bassike:
  www.bassike.com
• Skin and Threads:
  www.skinandthreads.com
• Bamboo Body:
  www.bamboobody.com.au
• Sara Victoria organic softwears:
  www.saravictoria.com.au
• Eco-rad Tees from Planet Truth:
  www.planet-truth.com
• Canvas totes from ethiCool:
  www.ethicool.com.au
• Gorman, Sportsgirl and Target have introduced organic ranges
• Stella McCartney’s label and Edun (the label from U2 frontman Bono and wife Ali Hewson) are staunch eco supporters
• Read about the latest eco-fashion at www.stylewillsaveus.com