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’ve spent the better part of three years building an eco-fashion brand.” The problem is that there’s no point in your understanding the meaning if others can’t conceptualize the term and how it might fit into your lifestyle. So here we are, and I’m going to try to detail the meaning of ‘ecological fashion’.
‘Eco fashion’ could literally be seen as two completely different entities. First, 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 it’s clothing, accessories, perfumes, aftershaves, and footwear, that’s made with the environment in mind.
For the purposes of ‘eco fashion’ such as clothing and its derivatives, the point to focus on is the statement that ‘eco 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 by using organic materials.
– Fashion produced and created by using recycled leftover fabrics
– Fashion produced and created by using 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 fabulously capture the essence of ‘eco fashion’. 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 ‘eco fashion’ heading remains niche. This is by no means a problem because ‘eco fashion’ is young and has over 100 years of modern style to compete with.
The most pressing question is to ask yourself: “What will happen in the next few years?” Some might say that it has already begun; Does ‘eco fashion’ mix and match with regular fashion? Has it become apparent that the ‘green fashion’ route is not that much more expensive and generates great benefits 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 made on a small scale will ultimately be expensive, but if ‘eco fashion’ goes mainstream and all processes are inherently green, 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 Excentre for its niche appeal, will no longer need Excentre. Well that is where you are wrong, yes we would not be a niche anymore but it will not be the customers who need us directly, it will be the major department stores, clothing stores and the like who will lend our expertise and knowledge.
Advocates of ‘green fashion’ have prepared for this period of change and we will be at the forefront of green evolution. For my part, I will continue to champion the cause of mainstream ‘eco fashion’ because it can only benefit our people and our planet and unless I am mistaken, the goal of ‘eco fashion’ is to benefit both the customer and the planet, not stay niche. I have recently been dismayed to read and hear so-called eco-gurus, eco-reporters, eco-commentators and eco-critics use the term “green has become too mainstream”, what is it? Working together should only be seen as a positive. I don’t care if it’s a multi-billion dollar corporation that decides to have green policies or the small startup, every little 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 damaging, that is complete nonsense.
Sometimes I fear that ‘eco 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 won’t be in fashion anymore. Eco fashion can be a good cause for the future, we must 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 a green way of thinking or being. Don’t forget the panoramic image; the landscape of our existence is the true fashion that we must protect.
