Larger high street chains and global companies such as Marks and Spencer and Nike were previously found guilty of unethical practices in clothing production but the companies who were part of the problem are now becoming part of the solution. We now have a marketplace like David and Goliath the small companies raisingĢ 90 91 consciousness, stimulating demand and gathering a growing consumer public following, similar to the rise of the organic food movement. Whereas very few of these small designers might sustain a larger or more long term business, they can influence the agenda enormously. During this period many small design-led companies have sprung up, creating alternative approaches to eco fashion, with an increasing focus on style and fashion, rather than an overtly worthy message, to appeal to the fickle consumer. This then is the Fashion Paradox how can we reconcile the transience and inherent obsolescence of fashion s constant change with the imperatives of sustainability and social wellbeing? A number of pioneering clothing companies such as People Tree, Gossypium, Ciel and Katharine Hamnett have been creating and developing eco clothing and fashion for the last decade or more, particularly focused on cotton production. The desire for novelty and fashionability is deeply rooted in our psyche and the constant turn of fashion cycles which drives demand and fuels the industry will not suddenly disappear. But the fashion and textiles industries are hugely important economically - accounting for 1 person in 6 in employment worldwide, mostly working manually. Whether made from totally organic cotton, recycled vintage fabrics or designed for less waste and longer life, a new wave of stylish designs is changing the way sustainable and ethically sourced clothing is perceived - eco fashion is becoming chic! In today s context of increased awareness and concerns about global climate and environmental issues, scarcity of energy resources, and ethical production, there is a new sensibility that conspicuous consumption of faster and faster fashion must slow down. 1 88 89 Eco-chic: the Fashion Paradox: Unlike the previous eco-fashion wave of the early 90s all undyed and wholesome - today s eco friendly fashions are based on innovative thinking and a high level of design aesthetic.
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