With the growing trend in eco-fashion comes much misleading marketing. The truth is there are a great many brands with true ecologicial credentials like NOHARM, Sugar Cane, Loomstate, Kohzo to name a few but there are also a great many other brands who are simply looking to make a buck off the latest trend. Venessa Lau shares some insightful thoughts: Â When it comes to the green movement, Miguel Adrover knows exactly where he stands. And please don't use the word trend. "It's all about marketing now," he said of the eco-craze blanketing the industry. "We need to distinguish between trend and real life." At a Tuesday presentation of his debut collection for the Germany-based Hess Natur, Adrover noted that the company, for which he's now creative director, has both "an ecological approach as well as a sociological one." And indeed, the business uses many organic materials and belongs to the Grameen Foundation, an organization that's a proponent of microcredit as a means of fighting poverty.