EcoHearth: Come Home to the Earth

Haven't you heard? Green is the new black. No, not the color. We're talking environmentally conscious fashion. And it's not just the kind of clothes you wear that determines the greenness of your look. It’s also the way you buy, clean and care for your wardrobe. Here’s how:

Many designers are turning away from the conventional production of garments to "greener" pastures. Several fashion houses recently showed their new Earth-friendly, ethically sound, fair-trade creations at GreenShows Eco-Fashion Week events, held in conjunction with New York’s 2009 Fashion Week.

Partnering with the Rainforest Action Network, GreenShows featured designers such as Izzy Lane, Bahar Shalpar, House of Organic, Lara Miller, Mr. Larkin and STUDY by Tara St. James. Many other couturiers such as Marc Jacobs and Burberry are touting their new collections as eco-friendly as well.

Of course, like much of the rest of the corporate world, many fashion businesses use greenwashing to try to misdirect the buyer. Though not truly sustainable, these companies hope environmental marketing alone will attract environmentally friendly consumers. For example, Banana Republic launched a green collection where only the buttons and paper price tag come from recycled or sustainable materials. That’s a step in the right direction, but a very small one.

It does not compare to the strides Rogan is making by using free-range alpacas and no toxic dyes in their sweaters. Unfortunately, the average consumer has very little information as to what constitutes true sustainability in apparel production.

Buying clothes made of organic cotton can help, but not if the actual process of treating the textile is as harsh to the Earth as that used in producing regular cotton items. The same can be said for bamboo garments. While the plant itself is very easy to grow and requires few pesticides, many harsh chemicals are added in the process of changing the wood fiber to textile, so that it almost renders moot the sustainability of the bamboo. In order for the fashion world to truly embrace the green lifestyle, they must first educate the consumer about their purchases and disclose all details of their production processes—from eco-friendly to not so much.

Two of the easiest ways to be eco-chic are:

1. Don't buy as much
2. Buy used

“Used” does not necessarily mean from a thrift store. It can also mean buying items made from used products.

There are many artisans who reuse old cans, pop tops and glass to create beautiful jewelry. A bit more complicated, accessories like hats and belts can be made out of reclaimed rubber, metal and leather.

Of course, the number-one environmental concern is not accessories, but the clothes and shoes we wear. Don't fret—there are plenty of ways to remake your old garb into a new outfit. Some companies even specialize in it, like Super Lucky Cat and Deborah Lindquist. Both gather castoff garments to create a different look. Deborah Lindquist is also very high-fashion and uses vintage cashmere, lace and kimonos to achieve a glamorous yet effortless feel.

There is certainly a growing movement in the fashion industry to be more eco-friendly, but a lot of the burden also falls on the consumer. Rather than just throwing out clothes when they rip, learn how to stitch the seams together and sew on missing buttons. Simple repairs like this can increase the lifespan of your garments for many years, thereby decreasing the amount of junk thrown into a landfill (did you know that 85% of potentially recyclable clothes are needlessly thrown out every year?)

Treating your clothes kindly will also contribute to their longevity. Always follow the care instructions on your outfits/accessories. And while you're at it, be sure to use green dry cleaners and environmentally friendly laundry detergent and fabric softener.

It doesn't take much effort to look great and protect the planet. The easiest ways are to buy less and buy used. If you do buy new, make sure to buy apparel that will always be in fashion (you know how fickle people's tastes can be) and make sure the clothing is as Earth-friendly as possible. Then both you and the planet will be styling for many years to come.

Additional resources:
Eco Fashion: Green Is the New Black

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