Eco-Chic

Once again, respect for the environment has captured the conscience of mainstream America — it's not just for “tree huggers” anymore. Concern for Mother Earth has been elevated by the Oscar-winning documentary, An Inconvenient Truth and unusual weather patterns attributed to global warming. Yet when it comes to fashion, the earth-friendly message isn't just for T-shirts. Eco fashion has gone high style, as designers and artists put their talents to work creating statements using recycled and sustainable materials that not only look good but do good as they uphold the “Green Mantra” of Reduce, Reuse, Recycle.

… the negative impact on the environment. The use of natural, sustainable materials grown and processed with a limited amount of chemicals reduces pollution and preserves the environment. Look for organic cottons, bamboo and even soy in fabric fibers, as well as jute and hemp and the traditional natural fibers: silks, wools and linen. Tagua or vegetable ivory, natural resin, shells, grasses and fallen wood are also being used in fashion-forward jewelry.

… rather than discard. Attractive, reusable tote bags are far more practical than the plastic shopping bags we've become accustomed to. With cities such as San Francisco leading the way by banning plastic shopping bags, more people will turn to sturdy, reusable totes. Why shouldn't they look good?

Reuse also includes Reduce and Repurpose. We can reduce the volume of waste going into landfills from manufacturing plants by repurposing products in other ways. To that end, artists and designers are embracing the challenge of finding creative uses for processed materials: waste Tyvek becomes a lightweight, packable raincoat; industrial felt made from waste fibers becomes a design-forward handbag; mill end upholstery fabrics become totes and handbags; scrap leather from shoe manufacturing becomes fashion jewelry.

… to create new products from those that have outlived their original purpose; reclaim or salvage old, used materials for new uses. It's certainly not a new concept; advances in technology and necessity have opened designers' imaginations to even more possibilities. The wood from sports stadium seats become cuff links and pens, sold not only as eco-friendly gifts, but also as memorabilia. Boat sails, billboard ads and food wrappers can become handbags, travel accessories and totes. Reclaimed plastics become eyeglass frames, and old newspapers create beads for a bracelet or necklace.

Recycling is another facet of Reuse and Reduce; it reduces waste by reusing materials that would ordinarily be thrown out, thus preventing them from ending up in landfills. “We've gotten so much better about collecting materials [for recycling]. Now we have to do better about reusing, so it's not just building up,” says Kathleen Plate, jewelry designer Smart Glass, Atlanta.

… to put cash in the till and grow your business. When it comes to eco fashions, vendors agree that an accessory made from recycled or “green” resources is a selling point. Most consumers are not yet coming into the store specifically seeking an earth-friendly item — but they'll be more interested because it is.

“Good design is driving sales and interest,” observes Josh Jakus, Berkeley, CA. “Though some companies are using 'eco' as a marketing tool.”

“Design comes first,” Kathleen Plate explains. “It doesn't matter that the product is recycled, if it is ugly, people won't buy it!”

So if you want to ring in the green(backs) by selling “green” (fashions), make sure that your selection is, first and foremost, stylish and well-designed. Saving the planet will be icing on the sale.