Green Options

You don’t have to be an eco-fashionista to see that there is a new sustainable sub-industry evolving in the fashion world and on Madison Avenue. There are shoes made from ex-Jeep bits, a wide variety of styles of clothes made from bamboo, organic cotton and now soy fibers.

Historically, the clothing manufacturing industry has served as the poster child for bad ethical behavior and unsustainable business practices. From sweatshops and unfair trade to the questionable materials used and shipped thousands of miles before landing in Wal-Mart.

Well, we are a demanding lot. ‘We’, the collective consumers in the US primarily, want lots of clothes, we only want them for maybe a year before tossing them, and we don’t want to pay much for them either. Over the past 10 years we have developed a hankering for fast fashion. Similar to fast food, fast fashion is quick, cheap and considered virtually disposable.

Some eye-popping facts about the garment industry:

As I review more and more ‘green’ products these days, I’m kind of baffled that there isn’t more of a standardized rating system. I googled ‘green product standards’ and I found the Green Seal of course, which is great for paper products and cleaners.  The EPA even has a database for information on environmental products and services - if you go there and you can figure out what the standards are and actually find product lists, please let me know! It’s a little confusing.

What about standards for all this great stuff we find here on FeelGoodStyle.com? What about clothing manufacturing, which by the way is traditionally a pretty harsh industry on the environment? What about other textile products, great green designed kitchen gadgets, and what about all those awesome accessories - green bags/purses, belts, jewelry, shoes!?!

I found one promising standard system . . .
BuyGreen.com seems to have a rating system that works. It is a flexible system and offers an opportunity to become more educated about certain types of products and their inherent characteristics in terms of their basic product life cycle. It also seems to lend itself well across a very diverse range of products from clothing, to toys and yes, accessories! They even offer office products.

Jacob Malthouse doesn’t have a plan to make a profit. His business, Big Room,Inc. has just released its first product, ecolabeling .org to address a need in the market, a need for some way to make sense out of all the labels making green claims… not to make money.

Spoken like a true social entrepreneur, I told Jacob when I spoke with him this week.

Ecolabeling.org addresses the challenge that many of us have: What do all of these certifications, seals of approval, standards and verifications actually mean. Is it truly green or is it just greenwashing? The independent database of over 300 labels (and growing) seeks to provide a one stop site for information on all types of green labels.

When I decided to start my own business, I knew that I wanted it to be green. Of course, my definition of green could be quite different from everyone else’s. There are varying shades of green, which makes it very difficult to quantify or define. Perhaps this is why there are so many different green certifications, seals, labels, and standards out there. With the dizzying array of options for green and sustainable certification available, it’s hard for a business owner to decide which certifier to use or if it’s even worth bothering at all.

Since I’m trying to start a graphic design studio, I started by searching for a green certification agency that specialized in creative services. It seems that many of the certifiers lack standards for service-based businesses, as most focus on products. The only design specific green “certification” that I found was the Design Can Change Pledge, a voluntary pledge for designers who commit to move towards sustainable practices. The site includes many ideas for going green as well as a great introduction to what sustainability in graphic design means, but doesn’t offer certification for green design businesses. As of yet, there’s no LEED for the graphic design industry.