Tuesday’s Ready-to-Wear Edition ’s Woman’s Wear Daily thrilled me with their green edition. Apparel Brands Find Their Eco-Friendly Sides by Sharon Edelson clarifies the meaning of the trendiest word in most industries at present…green. It also reveals the fashion giants who are proud to call themselves “green” and the initiatives they’re taking to reduce their carbon footprint on Planet Earth.
I hope it’s safe to say that the majority of my fellow Californians have some idea of what the word green means. Edelson gets right to the point. Green fashion isn’t just about using organic fabrics and recycling dye baths. It includes ethical treatment of factory workers, working environment, garment delivery methods, and of course, reducing energy emissions. Small and large companies alike are moving in the green direction not only because it’s trendy, or because less waste means more profit, but because it’s the right thing to do ultimately affecting our quality of life.
Patagonia, one of the pioneers of the green movement, based in Ventura California launched the Footprint Chronicles, tracking the impact of five products through the supply chain. From sourcing to manufacturing to delivery, studies will reveal just how much of a carbon footprint wool sweaters and recycled polyester jackets make. From the very beginning in 1973 Patagonia began donating money to help replenish the natural resources diminished from rock climbing. Powering their corporate headquarters by the sun, using recycled cotton from Italy, and post-consumer recycled packaging are just a few initiatives taken by this green giant. The choice to go green may have put a dent in their profits several years ago, but today literally fuels their search for more sustainability, a smaller footprint, and of course the most beautiful places nature has to offer.
Patagonia isn’t out there on the limb by themselves anymore. The HE.5, Wal-Mart’s most energy efficient U.S. store yet will use up to 45 percent less energy than their traditional Supercenters. Even the products sold will be 25 percent more energy efficient in the next three years. Wal-Mart’s chief executive officer Lee Scott not only wants to provide more sustainable products, but to reduce the amount of pollution and greenhouse gases caused by their suppliers. Maybe I will wear the organic cotton pajamas my mom sent me several months back to support Wal-Mart’s efforts in becoming “better stewards of the environment.” We all know they have a lot of catching up to do.
The best surprise was finding out about French Luxury Giant LVMH. Moet Hennessy Louis Vuitton began measuring its negative impact on the environment in 2004. Since then they’ve stopped using air shipments and now transport products by boat, which is 40 percent less polluting. Their recently built warehouse on the edge of Paris that uses geothermic heating, natural lighting, and water filtration. New stores use 30 percent less electricity and older less efficient stores are being refurbished in favor of more energy efficiency. In 2006, 152 tons of waste was eliminated from excess packaging.
Another company in the green light was Howies. Their store in London is painted with eco-friendly paints and has reclaimed hardwood flooring. It’s collections use sustainable organic merino wool shipped by boat and Tagua nut buttons from South America. They print their T-shirt designs locally in Wales in small batches rather than in bulk in Turkey. The label will be entirely organic by fall “which is far more important than slavishly following trends,” said co-founder David Hieatt.
And finally, Loomstate “starts at the farm with soil fertility and sourcing organic cotton” and ends up in the hands of celebrities. Edelson is right. Green isn’t always a color. Whatever the reason, going green, has a huge impact whether changing the light bulb in your writing desk, or making your friends green with envy over your new sexy Loomstate jeans. With more and more jolly green giants leading the way our planet may have a chance to be just that—green— for our kids and theirs.