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FEATURE The Lean Green Fashion Machine By Mary Wilkinson.


Take a minute, and check yourself out. Head to toe. What are you wearing? Do you know where it was made? Or how it was made? Or when? Or how far it traveled to get to you? Most of us don’t ask these questions. Most of us just won- der “Is this out of season? Should I be wearing a belt? Is that ‘no white pants after Labour Day’ rule really a rule?” If this sounds like you, then you should listen up. Something big is happen- ing in the fashion world, and if you’re like us – you’d hate to be the last to know. It doesn’t get much hotter than green right now.


ning animal testing to using organic materials in production and packaging, it appears that the beauty world is making notable progress toward more ethical practices. But fashion still has a ways to go.


It’s bigger than a shade. Green is smart.


Green is a conscience. Green is a choice.”


But we don’t mean sage, or lime, or army. Green is bigger than a shade. It is a movement. Green is smart. Green is a conscience. Green is a choice. The movement to adopt greater sus- tainable practices has hit many (if not most) of our global industries. In recent years we’ve all started to look a little differently at the way we live, what we drive, how we consume, what we throw away – and the world of fashion is no exception. Fashion’s close neighbor – the Beauty and Cosmetics industry – has been taking more and more conscious approaches to many of its processes over the last decade. From ban-


38 avef summer 2011


In fact, the clothing industry is known to sport some pretty tacky stats. Did you know that one quarter of the entire world’s pesticides is de- voted to the production of non-organic cotton? You’re likely wearing some right now. As our population continues to define new ways to preserve our planet’s resources – there is an increasingly brighter light being shone on the fashion world. Green fashion (also known as eco-fashion) is not a new movement. Over the last decade the growing conscience of the clothing produc- tion industry has reached a tipping point, in- spiring the education of eco-fashion to be in- tegrated into the curriculums of fashion and beauty schools all over the developed world.


The Fashion Institute of Technology in New York holds an annual green conference that helps students and attendees understand key issues such as the science behind global cli- mate change, insight into what sustainability actually means to the industry, and informa- tion on several eco-friendly practices that are now being employed by many companies. An- other example is STEP – the Sustainable Tech- nology Education Project – an online initiative dedicated to increasing awareness of sustain- able technology and enabling people to recog- nize the economic, environmental and social impacts of their choices.


opposite page, Photo, Hair & Makeup: Alcides Munoz jr.


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