A New Awareness for Organic Clothes in the UK

American Express has just published the results of a survey which stated that 33 % of the consumers asked consider themselves as being conscience consumers. It is fashionable to be seen with shopping bags which show responsibility for the environment. The latest „must“ is Wayne Hemingway’s „Bag for Life“, a 100 % biodegradable bag. In 2005, this bag saved 3.4 million plastic bags.

This ecological awareness has already started to lead the rag trade to change their ways. Nowadays, clothes for females are 40 % cheaper than they used to be ten years ago. It is clear that the price of cheap clothes is being paid by those who are on the bottom of the supply chain. Knowing that the cotton was picked by a child or stitched by someone forced to work overtime does not make customers feel comfortable any more. As the UN states, to produce cotton for one jeans needs almost 11,000 litres of water and some of the world’ s most dangerous pesticides. 24 % of the global insecticide use is for growing cotton – and 500,000 tons of unwanted clothes end up in the garbage every year in Britain. As the awareness increases, the demand for organic and fair trade fashion rises.

Edun is showing respect for the environment, for the person who made the clothes and respect for the person who wears them. Designer Katharine Hamnett has also dedicating herself to make fashionable clothing which is environmentally friendly. Her spring and summer collection for 2007 will be 100 percent organic and approved by the Fairtrade Foundation, reports “Daily Mail”. The High Street recognized the trend, with Oasis stocking a new range of 100 % organic denim and jersey at 12 of its shops. Top Shop has given labels like People Tree and Made trial concessions. Marks & Spencer has introduced Fairtrade cotton T-shirts and socks.

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