Fashion is going green
Sustainable fashion is no longer echo fashion –it is fashion full stop. What used to be a trend for a few has become mainstream and a topic that just can’t be ignored. A sign of the green movement is the Copenhagen fashion summit which was held last week. Over a thousand participants from the international fashion industry gathered at the Opera House in Copenhagen on May 3 to discuss the future of sustainable fashion consumption. Copenhagen Fashion summit is the world’s largest conference on sustainability and CSR within the fashion industry. With internationally renowned keynote speeches on how the fashion industry can change the way they do business for the world, the climate, the future and our coming generations.
As Helene Helmersson from H&M expressed it: “the LOHAS are becoming fashionistas.” –Today, H&M is the largest buyer of organic cotton in the world –a sign which shows that green thinking is no longer a niche. The trendsetter, her Royal Highness Crown Princess Mary, is also a fan of organic fashion: she turned up at the Opera House in a dress from H&Ms conscious collection to give her opening speech at the summit. The Crown Princess called upon collective action to make the fashion industry, which today is the world’s most polluted industry, more sustainable and to work together to improve its ethical and environmental impact. But it isn’t just the brands that are the bad guys here: 80% of the environmental impact actually happens during the consumer phase of a product lifecycle. In order to reduce water and energy consumption Levis has launched a campaign with the slogans: “Dirty is the new clean” and “Don’t wash the personality out of your jeans”. We can all change the fashion industry –both as consumer and as brands. There were lots of inspirational examples which were shared at the fashion summit –hopefully they can serve as motivation for us all so that we can ensure a cleaner and better industry in the future –one we all can be proud of. –As Søren Petersen from the UN expressed it –there is no alternative.
Honest by: Bruno Pieters has worked with top designers such as Martin Margiela and Christian Lacroix but in 2011 he took a sabbatical year to travel in India. After his return he has founded a fashion label which has 100% transparency in its production –including pricing.
Why not hop on the trend of closet swapping –there is even an app for it! http://www.closetswap.co.uk/
Levis has launched a campaign with the slogan: “Dirty is the new clean” and they encourage the consumers to think about their water consumption. See more here: http://levi.com.pk/pk/F115522614.pdf
H&M has launched an exclusive catwalk collection as a part of their H&M conscious concept –with organic materials as a part of the Green Catwalk challenge –and the celebrities are all wearing it. See what we mean here: http://www.fash-eccentric.com/2012/04/hm-conscious-collection-for-spring-2012-hm-exclusive-conscious-collection/
Livia Firth (married to Collin Firth) is the founder of The Green Carpet challenge which pairs glamour and ethics to raise the awareness of sustainable fashion and the most high profile and red carpet events. Read more about the project at GCC’s own home page:
http://www.eco-age.com/ Read Livias blog at Vogue: http://www.vogue.co.uk/blogs/livia-firth
Timberland has created a shoe line called Earthkeepers which is designed for disassembly which is 70-90 percent recyclable. http://responsibility.timberland.com/product/
The Danish innovator Novozymes created a campaign in 2009 to get us to wash our clothes in a colder temperature with its campaign by influencing friends and family to reduce their energy usage through the campaign: “I do 30”.
This site is an expression of the opinion of House of Communication only, not the opinion of our customers.






![cq5dam.web.648.486[2]](http://lifestylereligion.dk/wp-content/uploads/2012/05/cq5dam.web_.648.4862-569x332.png)




































