‘Eco fashion’ could quite literally be seen as two entirely different entities. Firstly the idea of ecological and environmentally sustainable ideas being somewhat of a trend, fad, or as it states fashion, something that may be washed away or brushed under the carpet in years to come. Secondly it can be viewed as fashion, as in clothing, accessories, perfumes, aftershaves and footwear, which is made with the environment in mind. For the purpose of ‘eco fashion’ as apparel 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 through the use of organic materials
– Fashion produced and created through the use of recycling of otherwise excess fabrics
– Fashion produced and created through the use of recycled materials not initially directly related to fashion
– Fashion produced and created that gives back directly to the planet.
These are my four categories and I think you will agree 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 wider public, however currently the proportion of the population that really embraces products made under the ‘eco fashion’ title remains niche. This is by no means a problem because ‘eco fashion’ is young and has over 100 years or more of modern styling to compete with.
The more pressing question is to ask, “What will happen over the coming years?” Some might say it has already begun; is ‘eco fashion’ blending and merging with regular fashion? Has it become apparent that the ‘eco fashion’ route is not so much more expensive, and creates large benefits in comparison to regular production methods? Currently as a result of smaller scale designers, brands and labels, the law of economy of scale dictate, that anything done on a small scale will ultimately be expensive, but if ‘eco fashion’ moves mainstream and all processes are inherently eco friendly there will be no definition just a shift in foundation principles.
Some might question why I am writing this as I am one of the small producers of ‘eco fashion’ that will suffer as a result. Some might say customers, who would have sought out Excentree for its niche appeal, will no longer need Excentree. Well that is where you are wrong, yes we would no longer be niche, but it won’t be the customers who need us directly it will be the mainstream department stores, clothing stores and such like who will lend from our experience and expertise.