The January fashion show, called Future Fashion, exemplified how far green designhas come. Organized by the New York-based nonprofit Earth Pledge, the show inspiredmany top designers to work with sustainable fabrics for the first time. Several have sincemade pledges to include organic fabrics in their lines.
The designers who undertake green fashion still face many challenges. Scott Hahn,cofounder with Gregory of Rogan and Loomstate, which uses all-organic cotton, sayshigh-quality sustainable materials can still be tough to find. “Most designers with existinglabels are finding there aren’t comparable fabrics that can just replace what you’re doingand what your customers are used to,” he says. For example, organic cotton andnon-organic cotton are virtually indistinguishable once woven into a dress. But somepopular synthetics, like stretch nylon, still have few eco-friendly equivalents.
Those who do make the switch are finding they have more support. Last year theinfluential trade show Designers & Agents stopped charging its participation fee for younggreen entrepreneurs who attend its two springtime shows in Los Angeles and New York andgave special recognition to designers whose collections are at least 25% sustainable. It nowcounts more than 50 green designers, up from fewer than a dozen two years ago. This weekWal-Mart is set to announce a major initiative aimed at helping cotton farmers go organic: itwill buy transitional cotton at higher prices, thus helping to expand the supply of a keysustainable material. “Mainstream is about to occur,” says Hahn.
Some analysts are less sure. Among consumers, only 18% are even aware thateco-fashion exists, up from 6% four years ago. Natalie Hormilla, a fashion writer, is anexample of the unconverted consumer. When asked if she owned any sustainable clothes,she replied, “Not that I’m aware of.” Like most consumers, she finds little time to shop, andwhen she does, she’s on the hunt for “cute stuff that isn’t too expensive.” By her ownadmission, green just isn’t yet on her mind. But — thanks to the combined efforts ofdesigners, retailers and suppliers — one day it will be.
27. What is said about Future Fashion?
A. It inspired many leading designers to start going green.
B. It showed that designers using organic fabrics would go far.
C. It served as an example of how fashion shows should be organized.
D. It convinced the public that fashionable clothes should be made durable.