The growing concern for global warming boosts the demand for organic products. With chemicals taking a toll on human health and environment, more and more people are becoming conscious of living life; the ‘organic way’. Eco friendly clothing combining high quality clothing with socially conscious environmentalism has become a faction, and is in vogue. ‘Green clothing’ is made from hundred percent organic materials like soy, organic cotton and hemp. Variety of clothes like skirts, blouses, shirts, pants, socks, bathrobes, pillow cases etc are made from organic fibres.
Eco friendly fabrics embrace the body with a soft and supple touch. Eco friendly labels are now appearing on many products, due to the efforts of the companies to be perceived as environment friendly. Health concerns represent a potential source of benefits and demand for organic apparel. Hence, these garments are manifested as most important for children who are perceived to be more susceptible to toxins. Not only the fibres used for manufacturing the garments are organic, but the dyes used in the process of making these clothes are also environmentally friendly, or those which have a less impact on the human skin.
Organic clothing is gaining popularity in countries like Britain, Japan, US, and EU. ‘Green clothing’ is becoming accepted in the world just like organic cotton. Organic cotton is the most important basic material used in the making of organic clothing. India, Turkey, Tanzania, China, Syria, Peru, Egypt, USA, and Burkina Faso are the leading organic cotton producing countries the world. According to a report from the Texas Organic Exchange, organic cotton cultivation has zoomed to 152% during 2007-08. This shows the increasing awareness of organic clothing among the consumers. India has surpassed Turkey to become the leading producer of organic cotton. Brands like Nike, Timberland, Marks and Spencer, and Wal-Mart have already started selling organic products blazing a trail in the market. Other key players including Target and Reebok have also entered the organic market. By the end of 2009, Nike plans to have 50% of its products to be manufactured in ‘organic way’, and further take it to 100% by 2011. ‘Del Forte’ Denim is made with 99% organic cotton and 1% of spandex. This makes the jeans environmentally friendly and stretchable to go with the movements of the user. Going green includes more than just wearing organic clothes. Apart from apparels, other accessories like hats, handbags, wallets and jewellery are also manufactured in an ‘organic way’.
Manufacturers of today are considering organic garments to be ethical, and are striving to set new market trends. Apparel business is very enormous, and there is always a resistance to change. But with consumers dictating the market today; having an ‘organic wardrobe’ depends wholly on the consumer’s choice. The bottom line of every market is ‘demand’, and manufacturers will only do what the consumers’ desire.