From Niche to Mainstream: A Toast to Sustainable Fashion

While the New Year has provided the typical fashion media’s pause for reflection, coverage for the sustainable fashion movement is enjoying a few more toasts and moments of celebration.

Champagne Lifestyles. Don’t you think the Golden Globes’ red carpet fashion could have used a little more green? And I’m not talking about the emerald dresses sported by Angelina Jolie, Catherine Zeta Jones, and Elizabeth Moss. The best news about Colin Firth’s win for the Kings Speech? The spotlight will be more brightly focused on his dedicated green-living wife, Livia Firth, and her Eco Age store which offers sustainable fashion and domestic solutions.

Congrats! Along with mentoring the newly launched Awamaki Lab Initiative, Study NY designer Tara St. James won the Ecco Domani Fashion Foundation Award for Sustainable Design. Along with seven New York-based designers who will each receive the $25,000 grant towards production of their runway show at February’s New York Fashion Week.

Hitting the big TIME. Discussions about the need for greener fashion are increasingly penetrating the mainstream media. Levi’s Water Less Jeans have garnered a steady stream of discussion-provoking coverage since the advance news of their launch hit the airways culminating in this week’s issue of TIME.

Bottoms up! Three U.K. mass market chains are broadening the reach of ethical fashion. After the well-received upcycled line From Somewhere, the popular supermarket chain Tesco announced the launch of a capsule collection from Goodone, made from factory surplus and off cuts.

Pharrell Williams’s sustainable Fabric company, Bionic Yarn, is teaming up with retailer Topshop to launch a three-piece denim collection with this season’s 70s style detailing. Retailer M&S is also launching a 70s influenced sustainable line, Indigo Green. The 15-piece collection will be made from organic, fair trade and sustainable sourced fabrics.

Image: Matt From London

Rowena Ritchie

Rowena is EcoSalon’s West Coast Fashion Editor and currently resides in San Francisco, CA.