Green Cotton

If the answer to that question is yes, that’s great! There is a lot to consider in starting a business. When it comes to the apparel industry, the market is increasingly competitive and crowded, so it can be useful to consider industry-specific recommendations when starting out. As someone who is considering my own eco-fashion line, I found these gems from Jenny Fulbright from her article on ‘Starting a Clothing Line Business’ particularly useful. I have adapted them slightly with my own reflections into the following four bullets (note: there are many more than 4 things to consider, but here are four good ones):

1) Know your market. Who exactly do you want to cater to? The clothing industry is very diversified and stratified. There are a thousand ways to cut the pie, so figuring out your ideal demographic is an important first step. According to the American Apparel & Footware Association, in 2000, there were $315 billion dollars in sales in US apparel. What piece of that do you envision?

2) Determine what kind of clothes you want to offer. Will you be athletic, yoga-esque, professional/career, casual/sporty? There are so many possibilities, but it is crucial to focus. Where would you potentially have a competitive edge? Consider price here as well: do you want be high end, middle of the road, low cost?

3) Consider your supply chain and end point. Who will you sell to? Suppliers/distributors ? Or will you have your own store? Will you sell online only? Mail order or will you build your own store? How much capital you have to start out with will dictate in part what options you have in terms of selling the product.

4) Know the competition. Even if you think you are selling a totally novel product, you will have competition and it will likely come from the least expected place. Do your research. See what is out there. What advantage do you potentially have compared to what is already out there. Can you source more inexpensively? Can you provide a higher quality product? Can you guarantee fair trade? Can you guarantee organic? What do customers want?

Answer these questions thoroughly and you are on your way to creating a more viable business.

clipped from www.powerhomebiz.com Apparel manufacturing remains one of the most in-demand businesses today. According to the American Apparel and Footwear Association (http://www.americanapparel.org), apparel sales for 2000 reached $315 billion, representing a 90% growth from its 1990 levels.

Indigenous Designs adopted the strategy of high quality product and price over promoting their ‘organic-ness’, and they appear to have succeeded in gaining market share. Even though their products are fully organic and adopt fair trade practices, they choose not to harp on this message in sales and marketing. Organic materials and fair trade business practices are essential components of the business; however they have found that those qualities do not yet drive consumer choices. As such it is more strategic to provide and sell on a great product and price, than on green-ness. By gaining market share, one is then in a better position to sell consumers on the green-ness factor. When it serves their benefit, ID mentions that the products are full organic and produced through fair trade practices, and this can be a terrific final selling point.

Some day maybe our marketplace will be driven by green-ness, but in the meantime, until that happens, it appears that strategic marketing approach of companies like Indigenous Designs is the way to go. Once a buyer has the product, they may be more likely to embrace the eco paradigm, but data suggests that consumers still largely purchase clothing on look, feel, style and price.

clipped from online.wsj.com Indigenous Designs Corp. prides itself as a truly green supplier. Its women’s clothing is made from all-natural, sustainable materials, such as organic cotton, silk and alpaca. It adheres to strict fair-trade manufacturing practices overseas, runs its U.S. corporate office on solar power and encourages employees to bike to work. It’s all about the product, but P.S., there is this story behind it,” says Scott Leonard, Indigenous Designs’ chief executive and co-founder. These tactics and endurance highlight a sometimes overlooked truth in the fast-growing, much-ballyhooed green market: As much as consumers say they crave ecofriendly products, if those products don’t look good, don’t fit right, aren’t durable or aren’t priced competitively, then customers probably aren’t going to buy them in droves.

Stewart + Brown’s 2007 collection may take us back to early 20th Century romantic locomotive attire, but it also looks like we are going to the lingerie and summer lines… I thought white was out for fall? Or is that not white featured in the photos?Nonetheless, I really like the overall approach- the design sketches juxtaposed to actual clothes and their use of fabrics: Mongolian cashmere, organic cotton, merino wool and surplus fabrics. Very nice, balanced fiber-mix from which to design the green collection.

My favorite is Pointelle Ruffle Cardi– a subtle yet stunning ensemble. As a ‘layerer’ myself, the collection offers a wide range of options for different orderings and combinations.

clipped from www.treehugger.com While putting together its Fall 2007 collection, Stewart + Brown revisited the sepia-toned romance of early 20th century locomotive travel—trains careening noisily down the rails past lush, picturesque scenery, while elegantly dressed passengers sipped from delicate bone-china teacups. Mongolian cashmere, organic cotton, merino wool, and surplus fabrics are cut into soft, feminine sweaters and loose, diaphanous dresses. Endless layering and matching options await for adventure seekers. More designs below the fold. ::Stewart + Brown

In scanning the current green fashion landscape, a handful of companies provide 100% organic products (e.g. bamboo, coconut fiber, organic cotton, ramie and hemp) coupled with fully organic processes. Yet, far fewer companies factor in the importance of the global economy and its impact on the environment.

Africa is a perpetually under-represented trade region of the world contributing just 2% to global trade (2005), yet constituting a significant 12% of the world’s population. Meanwhile, poverty, drought, political unrest and high morbidity and mortality rates continue to ravage the region, simultaneously escalating environmental damage on a range of issues.

Edun is one company that has considered the crucial intersection between global trade and environmental sustainability - and provided a brilliant solution.

Placing fair trade at the forefront of their business model, Edun sources all their fabrics in Africa and uses African entities to produce/manufacture the clothing. Even though they are not 100% organic yet, they are working towards that goal.

While it is necessary and wonderful to provide fully organic fabrics coupled with low carbon footprint production processes, it is equally essential to create opportunities for under-represented regions of the world to enter into the global market.

If we do not do this, we will find ourselves tackling an increasing portfolio of insurmountable environmental problems worldwide. On the other hand, if we create “green” market solutions (such as Edun) that not only provide essential jobs, but also minimize environmental footprints, then we truly can have a lasting impact. Edun was founded in 2005 by Ali Hewson and Bono with NY clothing designer Rogan Gregory.

clipped from www.edunonline.com EDUN is a for-profit business founded on the premise of trade, not aid as a means of building sustainable communities. The company works on a micro-level to help build the skill sets of the factories where the clothes are produced. EDUN is currently produced in India, Peru, Tunisia, Kenya, Uganda, Lesotho, Mauritius and Madagascar. In addition, EDUN acts as a voice encouraging the fashion community to do business in Africa and thereby help bring the continent out of extreme poverty. In 1980, Africa had 6% share of the world trade. By 2002, this had dropped to just 2% despite the fact that Africa has 12% of the world’s population. If Africa could regain jut an additional 1% share of global trade, it would earn $70 million more in exports each year. This is several times more than what the region currently receives in international assistance.

Here’s to a powerful showing of ethical and green fashionistas in London this week. For the first time, eco and “people” friendly fashion acquired its own rightful place at the week-long event. ‘Esthetica’, the eco exhibition, featured designers from Ciel and Enamore to Davina Hawthorne and Samant Chauhan, some of the hottest, most talented designers in the field. Notably, many of these young artists not only demonstrate their uncanny ability to source creative eco products and materials for designs - all with low carbon footprints, but more than a few explicitly embrace fair and ethical trade practices.

We are entering a new generation in which it is not only possible to create and sell sexy, hip, environmentally conscious clothing, but it increasingly is a necessity. The very definition of hip, I believe, has transformed to include socially and environmentally conscious design practices.

Interestingly, Esthetica reveals a huge range in product, design, materials and approaches. Hetty Rose for example takes used high end Kimonos and integrates them into stunning, individually crafted shoes for women. While not inexpensive, these shoes are a work of art: contemporary, fun, elegant and hip. The best part too is knowing that the material, as re-used, is not contributing to additional carbonization of the planet.Also worth noting is Noir– which appears to be the sexiest, most striking line of the week. Proving that green can be hot and hip, Noir took an impirial, dark and almost militaristic approach to their sexy designs this year. Catchy indeed- the clothes are powerful and hot, serving to drive home even deeper that green-ing is achievable, one baby step at a time. Noir is not 100% organic, but they are working toward that goal, one thread at a time.

Finally, I’d like to make note of Samant Chauhan, a new designer from India, whose knitware work is obvious in its ingenuity. This man is clearly a visionary and one step ahead of the crowd in terms of his designs. While some may say, the designs appear too odd, off-beat or strange at times, I would argue that Samant may be onto something. Inspired by the Asian pulse of fashion, he bridges the gap between East and West: fusing two typically opposing paradigms to create one very unique look. Furthermore, given that Asia constitutes the fastest growing consumer market in the world, and houses close to 3 billion consumers — I can only guess that the work of designers like Samant will be increasingly influential.

clipped from www.londonfashionweek.co.uk Another new initiative at the Exhibition @ London Fashion Week is Estethica, it will be the hotspot for ethical fashion, designers will show collections founded on ecological and organic principles. Maintaining the highest standards in design and craftsmanship, all the labels here including Katharine Hamnett and From Somewhere are creating high end fashion without compromise. ECO SUSTAINABLE FASHION Estethica

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