Green Options

If ecouture has its way, your home — and your closet — will soon be a lot greener. The San Francisco-based startup believes that consumers would buy far more eco-friendly clothing, gifts, baby products and décor if they could only find enough stylish and high-quality options.

Writing for three green business blogs, I come across and write about my fair share of ideas. My greenwash filter is quick, swift, and merciless. And then you come across something like Wild Wool, and everything gets confused.

The front page has pleasing images of piles of soft, fuzzy fabric and clothing, made from what it describes as, “…a 100% natural fiber product made from 60% merino wool and 40% paihamu spun together to make a premium cashmere-like fabric that is softer, warmer, and lighter than plain wool.” Sounds good so far, right?

My eyebrow started to cock when I read a seemingly throwaway sentence, without a connecting justification for it: “Eco-friendly and practical - talk about a great way to reduce, reuse and recycle.”

Going to the Ecological Profile page to learn more, I was surprised to read what I can say is the most unique claim to being sustainable I’ve seen in a while - Basically, by killing them for their fur, they are helping restore ecological balance on New Zealand.

Terri Bly reviews the eco-friendly clothing line from Kelly Lane.

Are there many things more anachronistic in the 21st Century U.S. than the Miss America Pageant? (Come on, even the term “Miss” sounds dated when applied to human females older than, say, 11.) Still, if the storied annual beauty pageant must continue, it might as well do so in a way that’s a bit more up to date.

And so it shall, at least for one contestant: Ashley Ruth Wheeler, aka Miss Vermont, is taking the pageant into modernity by choosing to wear a green — as in eco-friendly — gown. Her dress will not only be locally designed, but made with hemp, organic cotton, organic silk and recycled beads and lace.

While eco-fashion is becoming more mainstream with an increasing number of environmentally conscious designers serving up sustainable styles and earth-friendly frocks, the runways are typically reserved for regaling the glitz and glam of overly indulgent attire.

But this week, Vancouver turns the spotlight on sustainability with its first ever eco-focused fashion night, Friday, November 7th, 2008.

Vancouver Fashion Week, a hotbed of haute couture and leading west coast designers, is one of the premier purveyors of popular pageantry, unveiling some of the world’s most sought after styles and trends.  This year, VFW is showing its support for the environment with a dedicated evening for designers to promote their leading edge sustainable artistry and eco-conscious craftmanship.  From eco luxury, showcasing the art of organic handmade silk, to the unique beauty of recycled fabrics like cashmere and wool, an impressive range of techniques and designs will be featured.

In the short time since she has launched the haute green newsletter and site, EcoStiletto, which encourages all the ladies to stiletto-size their carbon footprint from an Ugg Boot to a tiny Manolo, Rachel Sarnoff has made a huge impact of her own.

I got a chance to get the scoop on her inspiration and objectives and couldn’t wait to share them with the FGS readers. Keep reading to hear about her Fashion Week eco-find and what gets her going to inspire other green fashion mavens.

We have a number of loyal readers of this blog in the green apparel industry and its rapid growth is yielding rewards for ecopreneurs targeting the variety of consumers that I mentioned in my post, The 4 Green Fashion Consumers – Which One For You?

The Living Green consumer, who has embraced the whole concept of the environmental lifestyle

The Core Fashionista, “who is looking to build up the green in her fashion portfolio,”.

The Walking Green consumers, “driven by wanting to belong to a greater community. These are trend followers.”

The Spending Green profile, the shopper who buys green clothes because “that sense of exclusivity and entitlement are important to her.

The green fashion industry is exploding. More and more companies are entering the field every day and still, the consumers’ voracious appetitive for eco fashion seems to be not even close to be satiated.

I often think about how ‘feel good’ a one-stop shop online would be if it could really answer my call for style. Just imagine…..eco-friendly cosmetics, jewelery, clothing, all the things every girl looks for, under a single cyber roof. Folks I have good news: Eco Zen Boutique, a socially conscious, Arizona based green fashion boutique owned and operated by eco-preneur Tandy Stepp, has recently opened a new online store at ecozenboutique.com.

Gazing at the Turk and Taylor site I feel the comfort and softness in their gorgeous new fall collection. The following looks caught my eye:

Hop on over to Coco’s concept boutique “mingling the most coveted fashion and beauty care with sustainability and eco-consciousness. We provide a distinctive assortment of fashion, accessories and beauty products for the most discerning Fashionistas who care about how they look and their impact on our environment.” Here are a few designers we also reviewed over the summertime for example, Kelly B who’s adorable swim wear we love, has some sale items over at Coco’s:

1. The steps to take with your big green purse over at igogreen@ivillage are super. The overview encompasses the whole spectrum of how to tread lightly: buy less, read the label, support sustainable standards, look for third party verification, choose fewer ingredients, use less packaging, and buy local.
2. Ecostiletto has some great resources and news from the eco experts. Their definition of “Green” is to consider the word, not as label or a certification, but as a state of mind that means the product is created through environmentally and socially conscious means.