Media Watch | New Brands Surface on the “G” Scene

surfacemag socialfabric Media Watch | New Brands Surface on the G Scene

While flipping through the many “green” themed fashion magazines out this month, I came across sexy looking Surface. Although I have seen this magazine many times before and have always liked its slick covers, I never got into reading it. This month’s issue gave me a few reasons to look a little closer: a feature photo I snapped of G Living Live host Marie Westbrook dressed in organic clothing by Jonäno. Second, an interesting article featuring the rise of talented, ethical designers in the fashion world.

“Environmentally friendly and socially responsible clothing lines are all the rage, but very few of these "ethical" labels offer clever designs aimed at fashion-forward adults. This changed last year, when Peter Ingwersen, former brand manager for Levi’s Red and Levi’s Vintage, launched Noir, a modern, sharply tailored collection of womens wear noted for its decidedly pronounced sex appeal and sustainability. Ingwersen’s collection earned accolades at London Fashion Week, designed which showcased borrowed-from-the-boys suits, slinky pencils skirts and curve-caressing dresses that evoked S&M inspired undertones."

surfacemag socialfabric2 Media Watch | New Brands Surface on the G Scene

Ok, I partially agree with what they are saying: the industry as a whole is still very far from being green or even understanding what it means to be green. Yes, only a few labels like Undesigned and Del Forte Denim focus on eco-chic fashion. As indie labels they can only produce so much without the support of major capital.

However new brands continue to enter the scene and are changing the way shoppers think about how clothing should be made in the first place. Emerging companies like active wear designer NAU have adopted core values to make its clothing sustainable, non-toxic, well designed and well made. Although NAU isn’t a high fashion brand, its stylish approach to green fashion may boost broader mainstream appeal.

surfacemag socialfabric3 Media Watch | New Brands Surface on the G Scene

Surface goes on to say "This season, Ingwersen is launching Illuminati ll, a luxury fabric line produced from the finest raw African cotton, which he used to create Noir’s 2007 spring collection, dubbed "Nothing without Light."

"The Illuminati ll fabric provides the foundation of the Noir label giving us hope that other luxury brands will take a serious interest in using this sustainable, eco-friendly textile," says the Sweden-based designer. Produced on a 350-acre cotton farm in the Masindi district of Uganda, the cotton harvested for Illuminati ll is grown without chemical pesticides and cultivated entirely by local workers before being shipped to mills in Italy and Portugal, where it is then spun and woven into high-quality fabrics."

The conclusion: the spring issue of Surface features a sprinkling of exciting semi "G" style items and trends. While the rest of the magazine is filled with your standard non-green fashion finds, it’s a good start. Consider this: just a few years ago the entire magazine world thought green was just a color. Now they realize it’s a state of being. We hope to see a lot more sexy, edgy, well designed magazines coming out with pages full of "G" designers, products, and companies. We will keep you posted.

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