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Green Fashion No Longer Means TreeHugger

Posted By G Monkie On January 21, 2007 @ 8:21 pm In G Living | 1 Comment

(via washingtonpost.com) Green fashion used to mean itchy hemp sweaters, saggy tie-dyed tunics and a palette of cream, beige, gray and . . . gray. Earth friendly? Sure. Stylish?

Do you even need to ask?

“It had more to do with tree huggers,” says Claire Brooks, president of brand consulting company Model People. “People wearing sandals, stuff like that.”

But environmentally friendly clothing has done a dumpy-to-dazzling about-face, with runway accolades, media attention and celeb fans serving to all but cement its high-style status. There’s nothing fashion people love like a good makeover, and green, it seems, is this year’s Cinderella.

Organic cotton used to be the provenance of T-shirts and tote bags. Now, it’s being snipped into slouchy jeans and crisp, tailored shirts by Loomstate, a hip, New York-based company headed up by designer Rogan Gregory. (Gregory’s a busy man: In addition to his work for Loomstate and his namesake brand, Rogan, he also designs for a label called Edun, which manufactures clothes according to fair-trade principles — and is owned by U2 frontman Bono.)

Bamboo has also joined the ritzy ranks. Panda Snack is one of several companies turning the wild and woody plant into sleek polos, hoodies and tees for men and women. As fibers go, bamboo has much to recommend it: It’s naturally antibacterial, has good wicking properties and can grow one foot in a single day — giving manufacturers no shortage of raw material to work with. Not to mention, its smooth, silky hand rivals that of the softest cotton. “When we touched it,” says Panda Snack co-founder Dearrick Knupp, “we were like, ‘This is bamboo ?’ ”

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