Sustainable fashion People Tree has released its ad campaign starring actress Emma Watson.
Watson, who also collaborated on the design process of the collection, said in a statement: "I think young people like me are becoming increasingly aware of the humanitarian and environmental issues surrounding fast fashion and want to make good choices but there aren't many options out there. [...]"
The collection, which, according to People Tree, amounts to "the complete teenage summer wardrobe," features 26 women's and 15 men's styles as well as a small selection of accessories. Eight additional items will follow later this year.
Sustainable fashion - especially supposedly organic clothing - has been in the headlines recently due to a controversy surrounding H&M and other brands, who, according to testing labs, are labelling their "eco" fashion incorrectly.
However, Lothar Kruse, from the independent testing laboratory Impetus in Bremerhaven/Germany, the lab quoted in most of the stories, told Relaxnews that was too easy to claim that companies were misleading shoppers on purpose.
Stating that most of the samples sent to Impetus for the past six to seven years were already suspected not to be "eco," he said the results weren't representative for the industry as a whole, while borders between "sustainable" and "not sustainable" were increasingly blurry.
"There's more and more genetically modified cotton on the market," Kruse said. "It's very hard to tell where to draw the line."
So what should customers pay attention to when shopping for organic clothes? Anne Gillespie, Director of Industry Integrity at the Organic Exchange, sent Relaxnews her top five check list:
1. Be sure that the organic or sustainable claim is backed up by a recognized organic textile standard (e.g.,: OE 100, OE Blended or GOTS) and look for the corresponding logo on the label.
2. Check for a certifier's logo and a reference number to prove that it has been certified by a valid third party agency.
3. Ask your retailer what they do to ensure their organic and sustainable claims. If they cannot readily answer this, this is a concern.
4. Buy from retailers that show a genuine commitment to organic and sustainable products so look at the range of products they carry, the actions they take, and the public commitments they have made.
5. Educate yourself about where things come from - read about organic and sustainable products and processes when you have the chance.Reuse content