You might have heard about organic cotton and hemp fabrics being used in the fashion industry, but have you heard about fabrics made from PET plastic bottles, or from milk? These are just a few sustainable textiles that are starting to be used in the fashion industry.
The milk fabric is not a new invention. It was created during the Second World War by a German biologist and fashion designer Anke Domaske. To create the fiber, liquid milk is dried and its proteins extracted. The separated proteins are then dissolved in a chemical solution and placed into a machine that essentially whirls the fibers together. The fibers can then be spun into yarn and woven into fabric. The process is quite long, but the milk fabric has some great advantages. It holds dye, is breathable and it captures the moisture to make skin tender and smooth.
Another way to go green in fashion is to use recycled materials. You can find some brands online that produce clothes and accessories using a large range of recycled items, like bags made with old advertising banners, or recycled aluminium can pull-tabs. There is also an American brand called Harvey that uses car seat belts to make their eco-chic bags.
In 2009 the American agency Cone Communications raised some questions regarding how high was consumer interest in environmentally friendly products purchasing despite the bad economy. Here are some interesting results from the Cone Consumer Environmental Survey:
- 35 percent of Americans have higher interest in the environment today than they did one year ago.
- 70 percent of Americans indicate that they are paying attention to what companies are doing with regard to the environment today.
Aware of this new consumer behaviour and interest, luxury brands are also going green. Some iconic brands are adopting eco-fashion style in their new creations. In 2012 Stella McCartney launched her brand new eco-friendly collection of sunglasses. She also created an eco-friendly lingerie collection that is made with organic cotton. Check out the green blog from Stella McCartney. Another new player in the eco-friendly scene is Gucci. The luxury brand launched a range of sustainable shoes called “Sustainable Soles” in June 2012.
But eco-fashion is more than that; in my view eco-fashion is all about creativity. You can transform your old clothes and create something totally new and fashionable. You can make a funky bag with your old jeans, or a pretty cool bracelet or necklace with some seeds or buttons. It’s up to you to be original, go wild and create your own green style!
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- Brit Designer Eco Lingerie – Stella McCartney ‘Stella’ Collection Features Eco-Conscious Creations (trendhunter.com)
- EcoFabrik Joins FashionHaunt to Bring Eco-friendly Products to the Customers of FashionHaunt; FashionHaunt Welcomes Sellers to Sell Eco-friendly Products on the Site (virtual-strategy.com)
- A Clothing Line Made From 100% Recycled Trash (psfk.com)
- A New Lingerie Line for Stella McCartney (fashiontv.com)