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Sunday, July 01, 2007

You are wearing rubbish, now that is trendy

Timberland has introduced ‘Our Footprint' a product labelling which provides shoppers with the name and location of the factory in which their shoes twere manufactured. The purpose is to keep clients informed of the company’s commitment to fair trade. The ‘ethical consumer’ is the discerning buyer who actively avoids stores that fail to uphold workers and environmental rights. Ethical fashion has become more prevalent and vendors selling conscience-driven clothing via the internet has become more evident. The growing industry includes pioneers People Tree, By Nature , ecobtq and Howies . Now high street stores are catching onto the trend for ethical labels. Terra Plana makes fashionable shoes from vegetable-tanned, chrome-free and recycled leather. Worn Again trainers as sported by David Cameron, Leader of the UK Conservative Party, are made from recycled denim and car seats (sic bit like the Torries). Bread and Honey stocks sneakers by Brazilian brand Vega, made from cotton by a co-operative of organic producers. Harvey Nichols carry Edun gear which is a collaboration between Bono, his wife Ali Hewson. (PRODUCT) RED range is part of Bono’s campaign to raise awareness and funds a charity tackling AIDS, tuberculosis and malaria in the world’s poorest countries. Common Threads aims to recycle all the company's clothing by around 2010. Junky Styling and Traid Remade, are leading the way with recycled fashion turning landfill into luscious wares. Stella McCartney and Katherine Hammett are also bringing out ethically made collections. Gap, once a sinner, now upholds worker’s rights and Marks & Spencer have a green policy. Sainsbury too have added a range of Fairtrade clothing under its Tu clothing label. Supermarkets are usually the loudest in trumpeting green credentials, organic and fairtrade clothing but this still makes up a tiny fraction of their overall operations.

Interesting site
newconsumer.com

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