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| Issue date:01/10/2008 |
| ATA Journal for Asia on Textile & Apparel - Oct 2008 Issue |
| Source:Journal for Asia on Textile & Apparel |
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by Lucia Carpio
Once fed and given toys to play with, many children are delighted. But today's parents are increasingly difficult to satisfy, for they are seeking not only good quality garments for kids, but also clothes that are made ethically in an environmentally friendly way with ecological fibers, so their children can grow up in a clear-conscience environment.
European retailers lead in marketing organic garments
Independent market analyst, Datamonitor reported recently that the UK currently leads Europe in terms of per-capita spending on fair-trade products. UK sales of items made from Fairtrade cotton rose to 9.5 million euros in 2007 from just 0.5 million euros in 2006.
In the UK, retailers such as Marks & Spencer (M&S) and Next, as well as supermarket chains Tesco and Sainsbury's, have followed the trend started by brands such as People Tree and Gossypium to include eco-friendly products in various clothing sectors.
The Co-operative Group's annual ethical consumer survey found sales of organic and fair trade clothing shot up 79% to ￡52 million in 2006 compared with the previous year, and the figure is thought to have increased again last year.
M&S is also working with "eco factories", and has developed a range of schoolwear made from recycled polyester originally from recycled plastic bottles. In addition, the range also includes a brand new collection of Fairtrade 100% cotton shirts and polos for girls and boys.
A recent study carried out by German clothing retail chain C&A revealed that 68.4% of consumers questioned in Germany, Spain and The Netherlands, said that they would buy products made from organic cotton, provided they were not much more expensive than products made from conventional cotton. More than 73% considered organic cotton products to be fashionable.
According to a C&A spokesman, Thorsten Rolfes, C&A wanted to position itself as the leading retailer of certified Bio Cotton products across mainland Europe.
Implementing a complete assortment of 100% certified Bio Cotton products for the whole family increased the use of processed Bio Cotton from 1,200 tonnes this autumn, to 7,500 tonnes next year, corresponding to a total of around 12.5 million pieces of garment. The broad assortment for the whole family includes jeans, T-shirts, sweatshirts, underwear as well as baby clothing.
While C&A offers organic cotton clothing complying with the provisions of the European regulation on organic food and farming, Swedish fashion chain H&M stocks some organic items in all departments, and is starting to use other sustainable materials, including organic wool and recycled polyester.
Commenting on the future of eco children's wear for manufacturers and brands, Fiona Jenvey, CEO of the online trend information provider, mpdclick.com, said that fashion conscious styling combines intelligent eco-design with socially conscious manufacturing methods is the way forward for the childrenswear supplier and brand.
This trend indicates a lasting change where eco fashion will become an everyday expectation of suppliers. Labor behind the label and fair trade movements are all becoming practices that manufacturers supplying western retailers need to be aware of.
Nu Sports kidswear collection of Mudpie emphasizes sunshine and optimism |
For 2009, fair trade and organic cotton will be very important but the European and US consumer is increasingly aware of climate change, and organic cotton will not be a long term solution as its cultivation uses vast quantities of water which cannot be sustained.
Super Circuit kidswear collection from Mudpie with a futuristic techno spin (above) and Modern girl style (Photo courtesy of Mudpie) |
"Beyond 2009, manufacturers and brands will need to become aware of the alternative natural fibers produced via the viscose rayon process such as eucalyptus, hemp and maize based fibers, which can be treated to feel like cotton. Synthetics will also increase in importance. Recycled polyester fibers (PET) made from re-purposed plastic bottles is a solution currently being used and tested by M&S this year, and it has further plans to manufacturer all of its polyester from recycled plastic by 2012, meaning that science, not nature, may be the ultimate answer," said Mrs Jenvey.
According to Mudpie's fashion trend specialists on the children's and youth sectors, Spring/Summer 09 is a season when the modern organic lifestyle becomes a functional utopia represented by a combination of simple functional materials and an exuberant and uplifting bright plastic aesthetic. Pure space age technology utilises stylish and functional organic forms, which redefine the relationship between function, modern design and environmental concerns. This is a trend where fashion looks forward not back, with sustainable fibers, metallised textiles and a simple sporty aesthetic.
Children befriend with environment
Childwear by Green Baby |
There is now no shortage of eco-friendly children's wear brands springing up around the world, many of which started by environmentally-conscious new moms such as Jill Barker, who started the UK brand Green Baby 10 years ago, with a wide range of chemical-free products and eco-friendly children's clothing. Now with four shops across London, she has got two new stores planned in Beijing by the end of this year.
For Spring Summer 2009, Green Baby will be launching a bright and bold new range in 100% organic cotton with a strong retro theme. The spring basics range features the 50's style polka-dot prints, as well as fruit and animal appliqués. Key colors are red, aqua, yellow and tangerine. In the main fashion range coordinating prints are featured, including marble prints and bold stripes.
Frugi based in the UK goes for the long hot summer of 1976 for the new summer 09 season for kids between two and six years old. The boys' range feature "Go Go" hoodies, "Crabber" Tee-shirts and "Rock Pool" shorts, while girls include "Flip Flop" hoodies, "Strawberry Sundae" Trousers and a more bohemian look. Baby girls will have lovely dungarees and dresses, as well as fun beach wear, with matching bibs and bodies.
The Spring/Summer 09 collection of Little Green Radicals is made with soft Egyptian organic cotton and eco-friendly dying processes featuring humorous slogans based around animals and ecology. The range for babies and children are made in Egypt and India.
From Denmark, Green Cotton's Spring/Summer 09 collection features strong colors and prints with special inspiration taken from Danish gardens, featuring fresh fruit prints for girls, and prints of little ants and bees for boys. The baby collection features colorful pieces and prints, as well as basic candy and milky blue shades.
"You by Mo" created by Marcia Oura in Brazil, on the other hand, offers clothes for babies as well as children up to the age of ten. The brand exports to Italy, Saudi Arabia, Poland, the UK, Ireland, Scotland, Austria and Angola. For Summer 2009, the Brazilian label tries to capture relaxing days of summer with inspiration taken from New Zealand, St Tropez (France), Belize (Central America) and Japan, using organic cotton and linen for the nature-inspired range with khaki, earthy tones and citrus yellow among the key colors.
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| Copyright © Adsale Publishing Limited. Any party needs to reprint any part of the content should get the written approval from Adsale Publishing Ltd and quote the source "ATA Journal for Asia on Textile & Apparel", Adsale Textile English Website - www.AdsaleATA.com. We reserve the right to take legal action against any party who reprints any part of this article without acknowledgement. For enquiry, please contact Editorial Department. |
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| Copyright © Adsale Publishing Limited. Any party needs to reprint any part of the content should get the written approval from Adsale Publishing Ltd and quote the source "ATA Journal for Asia on Textile & Apparel", Adsale Textile English Website - www.AdsaleATA.com. We reserve the right to take legal action against any party who reprints any part of this article without acknowledgement. For enquiry, please contact Editorial Department. |
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