Ecological consciousness in fashion and apparel is fast becoming mainstream as eco chic takes over runways and boutiques.
The ethical, moral and sustainable approach to business is taken by hip labels like the Dutch jeans brand Kuyichi, La Victoria, Misericordia, Livity, Stewart & Brown and Jonäno as well as fashion houses like H & M and PeekCloppenburg. Singer Bono of the rock band U2 along with his wife Ali Hewson founded the label Edun, which produces clothes exclusively in developing countries under fair labor conditions.
Ecologically conscious and economically fair clothing is the logical continuation of the organic food trend, said trend researcher Anja Kirig. Their research shows that it is customers who are requesting sustainable alternatives. It is consumer purchasing power that is directing and spearheading this movement. Power to the people.
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