Mainstream Green?

Earlier this month, Juliet Warkentin, of Drapers magazine, published her views on ‘green fashion’. She suggested that, no matter how much the consumer wants to support green issues, they will only buy green if it ticks all the boxes associated with any other fashion purchase.

Is it fashionable?

Is it a cool brand?

Is it value for money?

Very few consumers will put green first, even the most ardent eco-fashionista.

I have to admit that I agree with this sentiment. I still think green retailers have a long way to go before consumers buy their products as ‘the norm’.

Even if I look at the ethical purchases I’ve made myself, and analyse the rationale for buying them –a) they’re reasonably fashionable (in a laid-back way), b) they’re slightly quirky, unusual brands, c) they’re good quality and long-lasting. Would I have bought if the clothing didn’t fit with these criteria? Probably not.

It’s my belief that brands need to lead from the top to encourage other designers and high street stores to stock more ‘green’ clothing and support ethical manufacturing processes. Designers like Stella McCartney and Katherine Hamnett are already leading the way, with support from top models like Lily Cole.

We’ve already seen special lines from People Tree and Made for Topshop, the Woodland Trust for Dorothy Perkins and Howies have opened a store on Carnaby Street. Organic cotton ranges are available almost everywhere on the high street, even in supermarket clothing.

With widening appeal and a focus from those at the top of the fashion food chain, we are more likely to see environmental clothing grow on the high street, just as organic food has appeared on supermarket shelves.

Hopefully then it will become everyday and common to all purchases, not just a niche for the green to keep to themselves.

Katie