Just bumped into an article on Ecouterre where a bunch of beautiful ladies and an odd gentleman is asked about their predictions of how would the Eco-fashion sector develop in 2010. I suggest you check it out. It is a bit longish but well worth reading.
I particularly like the point made by designer Elizabeth Olsen. She predicts an improvement in how it is explained why things are being called eco or green. This is crucial. At the moment at least 80% of eco product on market are a total green-washing (pretending to be green in order to earn money) and that is unacceptable. If you make a green product, you must prove it is green otherwise it might as well turn out that you’re consuming extra CO2 to make something that promises to decrease your carbon footprint.
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Many people are concerned about the environment and things labeled to be environment-friendly catch a consumers eye. In fashion, things are going green as well and many people are into it.
Well, yeah. I just hope that consumers can tell the difference between hype and functionality
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