Today I sat down to contemplate the meaning of the term ‘ecological fashion’. I thought to myself, “If anyone should really understand the meaning of the above, it should be me, as I have spent the best part of three years creating an eco-fashion brand.” The problem is that there is no point in you understanding the meaning if others cannot conceptualize the term and how it can fit into your lifestyle. So here we are, and I’m going to try to spell out what ‘green fashion’ means.
‘Green fashion’ could literally be seen as two completely different entities. First of all, the idea that green and environmentally sustainable ideas are something of a trend, a fad or, as fashion says, something that may disappear or be swept under the rug in the next few years. Second, it can be seen as fashion, whether in clothing, accessories, perfumes, aftershaves, and footwear, that is made with the environment in mind.
For the purposes of ‘green fashion’ such as clothing and its derivatives, the point to focus on is the statement that ‘green fashion’ is fashion made with the environment in mind. What does this really mean? From my point of view it can mean one of four things;
– Fashion produced and created through the use of organic materials.
– Fashion produced and created by using the recycling of leftover fabrics
– Fashion produced and created through the use of recycled materials that were not initially directly related to fashion.
– Fashion produced and created that directly gives back to the planet.
These are my four categories and I think you’ll agree that they capture the essence of ‘eco fashion’ fabulously. Under the above headings, many designers, brands and labels have designed products that can appeal to the general public, however currently the proportion of the population that actually accepts products made under the heading of ‘eco fashion’ remains niche. This is not a problem because ‘green fashion’ is young and has 100+ years of modern style to compete with.
The most pressing question is to ask, “What will happen in the next few years?” Some might say that it has already begun; Does ‘eco fashion’ mix and match with normal fashion? Has it become apparent that the ‘green fashion’ route is not much more expensive and highly profitable compared to regular production methods? Currently, as a result of smaller-scale designers, brands and labels, the law of economy of scale dictates that anything done on a small scale will ultimately be expensive, but if ‘green fashion’ becomes mainstream and all processes are inherently ecological, there will be no definition, just a change in fundamental principles.
Some might wonder why I am writing this, as I am one of the small ‘eco fashion’ producers who will suffer as a result. Some might say that customers, who would have sought out Excentre for its niche appeal, will no longer need Excentre. Well that’s where you’re wrong, yes we wouldn’t be a niche anymore, but it won’t be the customers who need us directly, it will be the major department stores, clothing stores and the like who will lend our experience and expertise.
Advocates of ‘green fashion’ have prepared for this period of change and it will be us at the forefront of green evolution. For my part, I will continue to champion the cause of mainstream ‘green fashion’ because it can only benefit our people and our planet, and unless I’m wrong, the point of ‘green fashion’ is to benefit both the customer and the planet, not stay niche. I have recently been dismayed when I read and heard so-called eco-gurus, eco-reporters, eco-commentators and eco-critics use the term “green has become too common”, what is it about? Working together should only be seen as a positive thing. I don’t care if it’s a multi-million dollar corporation that decides to have green policies or the small start-up, every little bit counts. I sympathize with those who say “how can an oil company be green?” The point is not their main activity, but the fact that they recognize their responsibility and decide to take positive action. No one can expect companies to go out of business because their industry is considered ecologically harmful, that is complete nonsense.
Sometimes I fear that ‘green fashion’ is just that, an idea for people to jump on the bandwagon and when they get bored, and a lot of people have the same idea as them, it will no longer be fashionable. Eco-fashion can be a good cause for the future, we should move forward together, without fighting or criticizing each other’s efforts just because we don’t like people taking over our fashion. We need to be forward thinking in our quest for success, as our chosen niche grows as it should, we must not lose sight of our values. In conclusion, I urge all those who believe in or are concerned about the preservation of our planet to work with those who are new to an ecological way of thinking or being. Don’t forget the panoramic image; the landscape of our existence is the true fashion that we must protect.