Every first Wednesday of each month, Dana, a trendy fashion blogger from London will discuss eco-fashion. Don't miss it!
Can Eco-Fashion ever be affordable?
The phrase “money doesn’t grow on trees” could not be any more valid, particularly as the retail industry suffered one of the greatest losses during the most recent recession.
In the past, Eco-Fashion has particularly held this stigma of being overpriced by virtue of the materials used and rarity of designs. Maybe at some point, this was true: the more unique a dress is, the more pricy it gets.
However, through the progression in manufacturing and with the rising popularity of Eco Trends throughout the retail industry, these environmentally friendly designs are now able to be mass produced and as a result, prices are endlessly being reduced. Furthermore, accessibility has now improved dramatically for the everyday consumer who shops at the high street; Eco-Fashion has now moved away from exclusive retailers, and has filtered into the mainstream, with brands introducing their own lines of Ethical Fashion.
But in such a highly competitive industry, and constant economic struggles, even if an Ethical brand can guarantee cheaper prices, can it ever guarantee longevity of such a proposition? Or is it inevitable that with any fashion brand, prices will never be as reasonable as they intend them to be?
In 2007, an Ethical Fashion retailer, Adili, launched an online clothing range promising shoppers that ‘ethical can be cool and being stylish shouldn't cost the earth'. Now known as Ascension, the company was initially regarded as an ambitious but innovative project, as it invented an entirely new brand, and aimed to specifically sell sustainable clothes at reasonable prices. However, last year the retailer was sold to Luke Heron (entrepreneur) for just £1, demonstrating the long term challenges which the ethical clothing industry in general are facing. Perhaps by selling items at reasonable prices, the company was unable to make a significant profit, and by mid-2010, was at a multi-million pound loss, vividly illustrating that the project was perhaps too ambitious. It seemed that launching an eco-fashion site during a time where shoppers priorities were less on fashion let alone Eco-Fashion, proved rather difficult.
Nevertheless, since the financial crisis has ended and under the new ownership of Heron, Ascension is now a successful and profitable website, with the quality of clothing remaining high, and prices (arguably) sensible. The only flaw is perhaps its lack of variety in the range.
So perhaps what would be more manageable is for the mainstream retailers to launch their own Eco-Fashion lines as part of their alternative collections. That is exactly what Urban Outfitters did with their Renewal Rare Line.
Renewal Denim Dungaree Shorts
£38.00
Sourced from around the world, Renewal Rare presents an eclectic range from various eras and cultures, redefining vintage designs and reviving its style for the modern and chic. More importantly, understanding the ongoing popularity with Eco-Fashion, Urban Outfitters have managed to sell Renewal Rare clothes under the same price range as their fashion on the high street.
Critics however, still argue that consumers are reluctant to purchase ethical fashion, and if it came down to a choice between Eco-Fashion and collections of the norm, they would choose the latter. Stephen Mongan, sourcing and technical manager for Topshop claimed that “the level of investment from the consumer in ethically sourced product still hasn't reached the tipping point so that that type of product is the norm. The key issue is that while there is an awareness, the consumer isn't willing to pay for a product that has been 'ethically sourced'."
But price should no longer being an issue, and with the availability of these lines rapidly growing, there really should not be any other reason as to why people do not choose Eco-Fashion. Perhaps the solution to Mongan’s claim would be for more exposure to Eco-Fashion Lines. Consumers tend to buy out of routine, thus if one simply begins to look out for these sustainable lines and slowly purchase from them, it will soon become second nature for all of us to aim to be Green (so to speak).
So, can Eco-fashion ever be affordable?
Indeed, what is affordable is subjective, so to conclude, I shall introduce ASOS’s “The Green Room”. As an ASOS fan, I was shocked to find that they have arguably one of the most underrated online ethical clothing line. With designers from Emy Blixt, to Safia Minney, ASOS guarantees bargain buys yet with the highest quality of designs.
www.asos.com
“Better Shoes for a Better World: Swedish Hasbeens' shoes are fairly produced, sustainable and natural. The brand believes these are the demands that we as modern consumers need to ask ourselves when we buy something.”
Maybe start with something small. The Junction Boutique offers beautifully delicate accessories at very reasonable prices.
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