01. Fashionably Folkish: The New Eco
What it Is:
Think natural materials (often organically produced), loose silhouettes and earth toned colours. Environment friendly produced fashion reaches in 2010 the level where it becomes stylish. Brands like Kohzo denim, Howies, and Kuyichi are (all in different ways) just as sexy as their lesser conscious competitors. The last hurdle these New Eco labels have to take in order to truly reach the masses, is that they have to work on True Transparency. Just claiming environmentally friendliness is not enough. You have to tell where the clothing ingredients come from and how they are produced. This is not only a positioning necessity but could be seen as the heart of a new lifestyle: Honest, true and connected to the best of nature & the land. In real life ‘urban farming’ is one of the most outstanding manifestations of this trend, being self-sustaining and gaining control back over our food production is ‘folkish’ but in fashion too. It all stimulates cool stories – for the right brands to tap in to. The New Eco never looked so good!
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