Working for the best eco fashion blog, I know ecological clothing is not a passing trend – it’s the future of fashion. It’s just a matter of time before the mainstream industry agrees. With last week’s 40th Earth Day celebration, it’s time to take the pulse of mainstream culture. Here are some interesting news stories and evidence of sustainability filtering through to mainstream brands.
As far as cars go, Saab has always been a quirky brand. But the logic behind their recent launch of an eco clothing collection called Pure BioPower Eco Clothing is, well, lets just say ahead of its time. Designed bÑƒ Swedish designer Josefin Lassbo, the collection made its North American debut alongside the new Saab 9-X BioHybrid concept that is E85 bioethanol-capable Ð°×-Ô equipped wÑ–th thÐµ next-generation GM Hybrid system.
Stella Takes a Tip
She has long been considered the fashion world’s conscience by refusing to use skins or furs in her designs. Recognizing a further need, Stella McCartney has a dedicated green portion of her latest seasonal collection which beautifully utilizes organic and alternative textiles in the designs. Check out her 17 eco tips over on her website.
Puma kicks off an ambitious long term sustainability initiative with its inventive shoe packaging that features a cutout loop as a carrying handle, which also doubles as a reusable shoe bag and therefore eliminates the need for a plastic bag. Designed by Yves Behar of Fuseproject, Puma estimates the design will reduce the company’s paper usage by 65 percent and cut carbon emissions by 10 tons per year. It will also save 20 million Mega Joules of electricity, one million liters of fuel oil, one million liters of water, 500,000 liters of diesel and up to 275 tons of plastic by eliminating shopping bags. “Clever little bag” is more like the Cat’s Meow.
All this talk of Anna Wintour’s retirement makes me daydream about how game changing it could be for the industry if her successor was a green fashion proponent. In the meantime, rival Elle’s green coverage is challenging their readers to go green with their 21 day long eco-chic list. Kudos to Elle for leading the glossies towards green.
With all the best green fashion content available on the Internet, it’s hard to drag yourself away. But, take a break and drag yourself to the couch because designer John Patrick of Organic is getting his own six-episode show. It will no doubt prove a fascinating insight into the challenges of getting a sustainable clothing line produced. Get set for the premiere on Planet Green in early 2011.