Mavi Jeans to Edun Jeans – Green is the New Black
AÂ growing number of top brands have added eco-subdivisions to their corporate structure. Leading brands like Edun – Mavi – Serfontaine – Loomstate – Levis – Armani – American Apparel – Nike – Camper and, of course, the pioneering Katherine Hamnett, have all taken the laudable step of introducing an element of compassion into their fashion.
The main thrust of this revolution is anything from fair-trade to environmentalism, from global-concern to disarmament. Fashion designers are beginning to realise their influence on the world’s youth can be used in a positive way for the betterment of humankind and the wider environment. Let us all hope this is not a passing fashion fade but a deeply entrenched re-evaluation of the onus on influential fashion brands to put as much emphasis on global and moral responsibility as onÂ financial desire.
Love and respect goes to Edun – Mavi – Serfontaine – Loomstate – Levis – Armani – American Apparel – Nike – Camper and, above all, Katherine Hamnett!