by Michael Smith
Ethical women's (and it was not just women's) clothing and fashion accessories at Pure London Show have been seen here for the first time this year in early February.
Though not as yet a large collection of ethical clothing and fashion accessories, what was on show was a great quality and some of it extremely interesting. Kashmere and other wools were in evidence, as well as organic and ethically produced cotton clothes.
In the accessories range a number of the shoe companies stood out in my view and also the company that makes curtains, handbags, wallets and even baseball caps from cork. In fact a lot, lot more that what I have just listed.
The question, obviously, is as to whether the buyers of the hight street stores, boutiques, and others are ready to buy into the ethical bit. We can but hope that they will for there is lots of nice stuff there, and, obviously, there is much more than what was showing at Pure London.
Some part of me believes that it may still be some time before the High Street will completely by into the ethical and green issue and especially brands. However, if it is what the consumer demands then, I am sure that they will. They just have to.
But, if the seminars by the Ethical Fashion Forum were anything to go by then the message may already be getting across for they were extremely busy and packed out to some extent. A good thins that, methinks, and it would point to a definite hunger out there amongst buyers and traders to learn more about ethical, as that is, it would appear, what the consumer demands.
A good range of ethically produced and sourced products were to be seen at especially the Ethical Pure accessories and also some interesting ranges at the Ethical Pure clothing section.
I would hope though that that soon more ethical and green designers, labels and brands will be represented at Pure London in the future, and not so so distant one either.
Some of the prices also – especially of some of the items I saw – were also not exorbitant; far from it in fact. This is very good to see as regards to ethical fashion, etc. Normally we find, do we not, that as soon as the label “ethical” or “eco” or “green” is attached the price rises about fourfold.
I am going to stick my neck out here with a sort of prediction and that is that I believe that people will, despite the recession and depression, for I firmly believe we are headed for the latter if we have not already arrived there, instead of taking holidays abroad and easting out that much, buy nice ethical clothes in the same way as I believe that people will make use of the their gardens more instead of holidaying abroad.
I shall try to obtain some samples from some of the companies that I saw and I shall bring the reviews in this here journal as and when.
Hopefully one should be forthcoming for sure and that is some great and green shoes that were shown, which are made of mostly recycled materials.
One sample came our way directly and that is an Envirosax and I shall be reviewing this here in due course.
I would like to use this opportunity to thank all the staff in the press office for their help and attention given freely and generously.
© M Smith (Veshengro), February 2009
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Ethical at Pure London
LONDON IS GREEN WITH ENVY FOR ECO CHIC!
The growing trend for contemporary and affordable ethical fashion has arrived in London!
Fashionistas along with influential celebrities and top UK designers including Alexa Chung, Daisy Lowe, Stella McCartney, Luella Bartley, Vivienne Westwood and Peaches Geldof have developed a green conscience and started to delve into the ethical fashion world. With vintage wear being on the rise over the past few years, clothing which does not damage the environment and has a social conscience is also becoming increasingly popular.
In the current economic climate, consumers are increasingly becoming more inclined to invest in timeless pieces that last more than one season. With Primark recently hitting the headlines after being forced to remove its logo endorsing ethical credentials, the country’s love of cheap ‘fast fashion’ – despite the recession, is diminishing amidst the consumer’s sound ethical conscience.
Pure London, the UK’s largest fashion trade event for buyers and retailers, launches a new ethical section this February in line with consumer demands. Ethical fashion is no longer perceived as the preserve of hemp wearing but is now glamorous, stylish and affordable. Top designers such as People Tree, Sweet Blossom, Komodo, Izzy Lane and Amana will be showcasing their ready to wear collections at the show.
When it comes to animals, Izzy Lane’s collection of beautiful cashmere and knitted coats, dresses, and skirts are all made from rescued sheep that would have been sent to slaughter.
Spared from the Butchers table, the collection consists of cutting edge fashion designed and produced on home turf, here in Britain.
Revolutionary recycled accessories brand Little Earth takes American car license plates, hubcaps, fenders and car tires and turns them into stunningly desirable handbags, each one hand embellished with Swarovski crystals.
Accessory brand Artisan Life replaces the slaughter of elephants for their ivory tusks with stunning pieces of jewellery made from a vegetable form known as tagua seeds. The ivory nut which grows on palm trees is dried for a period of up to 2 years. Once the seed is separated from the shell it has a dark skin which is removed to reveal the beautiful ivory colour. The tagua seed is then cut into a range of different shapes and formed into stunning pieces of jewellery.
Terra Plana is spreading the green message loud and clear with the opening of its brand new shoe store in London’s Westfield. With designs produced using recycled elements, vegetable leather and its signature quilting, the shoes are a definite must have!
Retailers are now looking to source good quality, sustainable, economical and timeless clothing to meet the demand from their customers. There is no excuse for fashionistas not to be green from head to toe now with some amazing new collections at Pure London.
Green is definitely the new black!
Source: Good Results Advertising & PR
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