THE INTERACTIVE BLOG

I still vividly remember the fashion furor that surrounded the “I’m Not a Plastic Bag” canvas tote about five years ago. People stood in line for hours, stampeded into designated retail stores and paid hundreds of dollars to own the season’s ‘it’ bag. The reason it had become such a coveted fashion accessory was a combination of celebrity and scarcity. As the designer of the bag, Anya Hindmarch, told the New York Times, “To create awareness you have to create scarcity by producing a limited edition. I hate the idea of making the environment trendy, but you need to make it cool and then it becomes a habit.”

The bag was thus included in the goodie-bag given to the stars at the 2007 Vanity Fair Oscar night party, and was seen on the arms of stars including Keira Knightley and Jessica Biel. It was also reported that only 20, 000 that would go on sale and that quotas of 30 bags per branch and one bag per customer would be implemented. The end result was that “eco-friendly” was no longer a byword for “dull and self-important”. What’s more, the bag was among the products that spearheaded the worldwide movement of green, sustainable fashion.

In 2012, it’s still considered cool for people who care about the environment to (literally) wear their heart on their sleeve. The list below highlights accessories, clothing and cosmetics that help people dress in head-to-toe green.

Urban Renewal

Urban Renewal is a high quality clothing line that has replicated the idea of using second-hand garments in the manufacturing process from pioneers in the U.S. and Canada. The specialised product line renovates vintage clothing and materials into trendy new outfits with an alternative indie look. This concept first originated in Philadelphia and has proved to be successful throughout the rest of America and Europe.

The clothes created in the Urban Renewal product line are made from materials locally sourced, but also imported from numerous international Rag Houses in countries including France, Singapore and the United States. Rag houses are wholesale retailers of materials that receive their inventory from thrift stores, clothing donations and left over stock from clothing factories. The second-hand clothing industry is important as it claims the large amounts of materials that would have otherwise ended up in landfills throughout the world.

MADE

The accessories brand, MADE, not only uses sustainable materials and limited technology, but is also committed to supporting and promoting trade in Africa. It does so by honouring its “trade not aid” philosophy of producing all of its jewellery and leather goods in a workshop based in Nairobi, Kenya. Materials such as precious metals, semi-precious stones, recycled glass, wood and bits of bone are sourced locally, and men and women trying to make a better life form themselves are trained and produce the accessories.

The collection is sold in London’s Top Shop worn and by a string of fashionistas, including Kate Moss. The profits go directly to the producers, and a portion is also invested back into the community projects ad training.   

The Body Shop  

Founder of The Body Shop, the late Dame Anita Roddick, was respected for her creativity, integrity and position on social responsibility in the corporate world. The company’s mission statement outlines the following priorities: activate self-esteem, protect our planet, against animal testing, support community trade and defend human rights. Besides these creditable philosophies, The Body Shop is also loved for its high quality products—from skincare ranges for every skin type to indulgent body butters and fragrances.

In 2006, The Body Shop was bought by leading cosmetic company, L’Oreal, for $652 million, but is still well-known and loved for its natural ingredients and ethical standards. 

Tetlanyo is an aspiring marketer who loves fashion. Whether she's going on kruger park safaris at the Sabi Sands reserve, or walking along the streets of contrete jungles, she believes life is too short to always wear jeans.