Unlike the predominant consumerist lifestyle, where everything is expendable and we go through T-shirts like a bag of candy, the newly established trend of green fashion is slowly but surely causing quite a commotion.
The sustainable footprint
What started out as an isolated effort from a few independent designers to switch to eco-friendly materials has become a global movement to adapt the entire lifecycle of a fashion garment. And as paradoxical as it may sound, the beauty industry is taking a stand in order to change the consumer’s perspective of what style and fashion truly are – timeless.
It’s an ongoing fight against fast fashion, unfair labour laws, illegal manufacturing practices and the goal is to root out the very causes of this age-old practice. There is no beauty or flair in depleting the Earth’s resources, mindlessly shopping for superfluous items with a brief lifespan. The core premise lies in the idea of changing the mindset of the buyer by giving them a sustainable option with a profound message.
Brands that make a difference
They are well past being just eco-friendly. The apparel, accessories and footwear they make are the result of the careful selection of organic, biodegradable, renewable and ethically produced materials, such as cotton, bamboo, hemp and linen. Sustainability is becoming their core fashion statement, and they’re not afraid to flaunt it or encourage their customers to do the same.
And perhaps even more importantly, some of them are no longer guided by that “out of sight, out of mind” principle – we may not inhabit the ocean, and only see the gorgeous beaches we visit on occasion, but our survival depends on it. Names such as OceanZen strive to change this mindset and raise awareness of what is happening below the surface, both that of the big blue and that of the fashion industry, aiming to alter its very core. All aboard! Let’s make some waves!
Why go green
The numerous reasons to choose bamboo clothing, as well as other sustainable materials in your wardrobe, include its health benefits for the skin, level of comfort and durability, not only for yourself, but for the planet as well. These fabrics are made to last, help your skin breathe, prevent irritations and look amazing, while at the same time reducing the carbon footprint of the fashion makers, improving recyclability of clothes and making fast fashion completely obsolete.
Imagination certainly is another perk of the brands who have switched to the green side as they have turned the notion of sustainability into much more than a fashion statement. Their clothing items look and feel even more versatile and authentic than those of fast fashioners, thus turning green into artistry. Raising awareness, protecting the planet and making a difference through every piece of apparel is, in fact, the new black.
