SUMMER PROJECT

ON

RAJAT VATSYAYAN (ROLL- 15)

SOMNATH NANDY (ROLL- 26)

ACKNOWLEDGEMENT

We hereby acknowledge that the content of this report on green fashion is true to our
knowledge and ability. We wish to thank our college, National institute of fashion technology for
providing us this opportunity. I am grateful to our Course Coordinator Mr. Jyoti Prakash
Behra, Assistant Professor for providing us this opportunity. We also wish to extend our
sincere gratitude to our mentors Mr. Bikas Agrawal, Assistant Professor & Mr. J. Pari,
Assistant Professor for their constant help and support.

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TABLE OF CONTENTS

1. ABSTRACT
2. INTRODUCTION
2.1.1. WHY DO WE NEED GREEN FASHION?
2.1.2. WHAT IS GREEN FASHION?
3. BACKGROUND
3.1.1. TIMELINE
4. REPORT BODY
4.1.1. CARBON FOOTPRINT OF TEXTILES
4.1.2. COMPONENTSOFAPPARELLIFECYCLE
4.1.3. GREENPLMFORFASHION
4.1.4. ECO-FRIENDLYFABRICS
4.1.5. GREENFASHIONBRANDS
4.1.6. CASESTUDY
4.1.7. EXTENTOFAWARENESSABOUTGREENFASHION
4.1.8. REASONSFORNON-POPULARITYOFGREENFASHION
5. CONCLUSION
6. BIBLIOGRAPHY

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ABSTRACT

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A growing range of factors distinguish ethical from traditional fashion, including use of
sweat shop free labor, energy efficient processes, alternative energy, and low impact dyes
in manufacturing. However, to the extent that fashion consumers make an effort to choose
an ethical wardrobe, they usually do so by trying to pick up an eco-friendly fabric. The birth
of sustainable fashion started with the 1960s tree-hugging hippie dedication to locally
grown, pesticide-free, and handmade goods, but has grown into one of the most
sophisticated and highly influential markets in the world, and has spread its value-based
philosophies to every nook and cranny of the business, in the hopes of making the world
better through fashion. Large companies like Esprit, Patagonia, Speedo, Gap, H&M,
and Nike have made progress toward ethical standards.

Industry pioneers, such

as Katharine Hamnett and Linda Loudermilk carved the way and continue to set standards
for new fashion leaders to look to. Correct identification of materials/fibers and product
development processes can significantly reduce the overall environmental impact. The
choice of materials during the design phase can also considerably reduce the cost of
disposal at the end of the life stage. The challenge for retailers, however, is to identify
materials that are both eco-friendly and available at a commercially viable price. Customers
can be motivated to go for green fashion by increasing their level of awareness about the
merits of eco-friendly clothes on the one hand and environmental hazards of the production
process involved in non-eco-friendly fibers.

INTRODUCTION
WHY DO WE NEED GREEN FASHION?
The re-purposing of textiles is often considered the most responsible mode of ecofashion. In the nineteenth century, dresses were sometimes reworked to correspond to
changing silhouettesa testament to the lasting value of textiles. Today, numerous
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designers engage in methods of upcycling, creating fashionable, new garments from

worn materials.
Practices associated
synthetics result

in

with growth
some

of

of

natural

fashions

fibers or

most

the manufacture

environmentally

of

destructive

consequences. Add to that the carbon emissions and impact of growing non-organic
cotton, which uses petrochemical fertilizers and leads to reduced soil fertility, soil
erosion, water pollution and reduced biodiversity
Waste materials from textile dyeing and production have historically resulted in some
of the most conspicuous forms of air and water pollution. In the nineteenth century,
some dyes contained highly toxic chemicals, such as arsenic. Today, there are a
number of sustainable dyeing practices, ranging from technology-based digital to the
rediscovered art of hand-dyeing.
Quality craftsmanship, convertibility, and uniqueness are sometimes viewed as key to
the creation of clothing with lasting value and emotional connectivityeffectively
reacting against the fast fashion cycle.
The health and treatment of industry workers plays a key role in the historical roots of
eco-fashion. In the United States, garment workers unions were established to ensure
fair labor practices and worker safety. More recently, production outsourcing has raised
concern about the treatment of workers overseas.
The treatment of animals in producing fashion has long been a subject of debate, and
the use of fur, feathers, and animal skins in fashion has been viewed as both luxurious
and barbarous. As the debate continues, many of todays designers use ethically

sourced furs, while others utilize a variety of cruelty-free alternatives.

It has been shown that the children and infants are highly sensitive to chemicals that are
used in synthetic material. Vapors from these chemicals can aggravate symptoms in
older people and those with respiratory problems.

WHAT IS GREEN FASHION?

A growing range of factors distinguish ethical from traditional fashion, including use of sweat
shop free labor, energy efficient processes, alternative energy, and low impact dyes in
manufacturing. However, to the extent that fashion consumers make an effort to choose an
ethical wardrobe, they usually do so by trying to pick up an eco-friendly fabric. Three criteria
are primarily used to distinguish the creation of eco-friendly from ordinary fabrics:

The use of fewer toxic chemicals

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The use of less land or water, &

The reduction of green house gases

Some fabrics perform better than others across all three of these criteria. However, in many
cases, one fabric is more preferable according to one of the criteria, than others, making for
complicated choices even without factoring in differences in fabric qualities, cost, labor
conditions or carbon footprint of product transportation.
Sustainable fashion is part of the larger trend of sustainable design where a product is created
and produced with consideration to the environmental and social impact it may have
throughout its total life span, including its "carbon footprint". According to the May 2007 Vogue
sustainable fashion appears not to be a short-term trend but one which could last multiple
seasons. Designers say that they are trying to incorporate these sustainable practices into
modern clothing rather than producing dusty, hippy looking clothes. "At least 8,000 chemicals
are used to turn raw materials into textiles and 25% of the world's pesticides are used to grow
non-organic cotton. This causes irreversible damage to people and the environment, and still
two thirds of a garment's carbon footprint will occur after it is purchased."
Eco-fashion is about making clothes that take into account the environment, the health of
consumers and the working conditions of people in the fashion industry. Eco-fashion clothes
are made using organic raw materials, such as cotton grown without pesticides and silk made
by worms fed on organic tree. These items don't involve the use of harmful chemicals and
bleaches to color fabrics are often made from recycled and reused textiles. In addition, highquality garments can be made from second-hand clothes and even recycled plastic bottles.

BACKGROUND

The birth of sustainable fashion started with the 1960s tree-hugging hippie dedication to locally
grown, pesticide-free, and handmade goods, but has grown into one of the most sophisticated
and highly influential markets in the world, and has spread its value-based philosophies to
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every nook and cranny of the business, in the hopes of making the world better through
fashion.
In the 1950s the social elite wore couture and those who could not afford it followed fashion by
making their own clothes. The 60s and 70s marked the birth of mass production as fashion
houses started to manufacture clothes overseas at lower costs. In response, the environmental
movement began in the 1970s, soon after hippie values had made a noticeable effect on
fashion. Shops selling ethnic-inspired clothing that supported communities in various ways
started to pop up all over. People began to purchase clothing for the values it represented and
not solely because they liked the way it looked. Even with this new focus on social and ethics
values in the fashion industry, in the 80s and 90s mass production grew in an overwhelming
way and news of sweatshops caught worldwide attention along with understandable criticism.
The battle between values-based production and purely financially driven production still
continues to this day, despite ethical fashion having provoked a revolution.
Many things have changed. Over the years, sustainable fashion lost its look of sewn together
patches of burlap and tie-dyed fabrics that looked like canvas which were never going to make
it down a fashion week runway. Ethical consumerism in the fashion industry now involves
every aspect from farming through to manufacture and development, constantly evolving and
keeping those of us who are following the movement on our toes, but most of all, incessantly
focused on the look and feel of the products.
Large companies like Esprit, Patagonia, Speedo, Gap, H&M, and Nike have made progress
toward

ethical

standards.

Industry

pioneers,

such

as Katharine

Hamnett and Linda

Loudermilk carved the way and continue to set standards for new fashion leaders to look to.
Popular design houses such as Stella McCartney and Kuyichi are relentless in continuing to
raise the bar with new designs and higher standards each season. Fair trade certifications
have been developed and continue to be revised and improved, to fight the deplorable
existence of sweat shops. Shows such as Estethica at London Fashion Week and The Green
Shows at New York Fashion Week have been developed to facilitate and present the everimpressive works of sustainable fashion innovators worldwide.

TIMELINE:
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 1960: Birth of sustainable fashion.

1970: Shops selling ethnic inspired clothing.
1980: Mass production started, people had become concerned about chemicals in
fabrics, particularly flame retardants in the polymers of synthetics.
1991: Fashion entrepreneur SafiaMinney, who set up an environmental campaigning
NGO.
1992: Denim brand Levi Strauss uses sweat-shop labor.
1998: British Fairtrade fashion company Gossypium began.
2006: Estethica - the ethical fashion arm of London Fashion Week was launched.

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REPORT BODY

CARBON FOOTPRINT OF TEXTILES

Fibers & Yarns

The energy needed to produce different fibers varies accordingly. Fibers can be divided into
natural and man-made fibers. For natural fibers, energy is utilized in the form of mechanized
irrigation which runs on non-renewable fossil fuels of diesel & gasoline that emit CO into the
atmosphere. Also the use of pesticides and synthetic fertilizers for 2 harvesting the yields is a
major component for the carbon footprint. For e.g. making just one ton of Nitrogen fertilizer
emits nearly 7 tones of CO equivalent greenhouse gases. 2 For synthetics, very high amount
of energy is needed to both extract the oil from the ground as well as to produce the polymers
as it is done under high temperatures. Production of polyester fiber, the most widely used manmade fiber, consumes non-renewable resources and high energy levels and generates
atmospheric emissions. A study done by the Stockholm Environment Institute concludes that
the energy used to create 1 tone of spun fiber is much higher for synthetics than for natural
fibers. Acrylic is 30% more energy intensive in its production than polyester and nylon is even
higher than that. The table shows the amount of energy
used in the production of various fibers which gives us a fair idea about the CO2 emissions of
different fibers.
Energy used in the production of various fibres

Fibre Energy in MJ per kg of fibre

Flax Fibre 10
Cotton 55
Wool 63
Viscose 100
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Polypropylene 115
Polyester 125
Acrylic 175
Nylon 250

FABRIC
There is no dramatic difference in the amount of energy needed to weave fibres into fabric.
However the manufacturing of some fibres into fabric is more energy intensive than other
fibres. Petroleum-derived synthetic fibres like polyester and nylon and the natural man-made
fibers such as lyocell and rayon generally require additional energy to cook and reduce wood
pulp into the liquid solution that is forced through spinnerets to become a fibre which is straight
made into a nonwoven fabric. Residues from fibre preparation sometimes emit pollutants
during heat setting processes. The spinning, weaving and knitting stages use a lot of energy,
produce solid waste and generate dust and noise and also involve the use of lubricants and
oils to strengthen and protect the fabrics from the stresses of processing. This translates into
huge quantities of fossil fuels - both to create energy directly needed to power themills,
produce heat and steam, and indirectly in the form of many chemicals used in the production
of the fabrics.
TEXTILE PROCESSING&FINISHING
Textile processing & finishing are applied to the fibre or fabric for value addition. They basically
comprises of pretreatment, dyeing, printing and finishing processes which use a significant
amount of water, energy and chemicals thus producing substantial amounts of effluent.
Chemicals used for finishing contain heavy metals like copper, chromium and cobalt &
formaldehyde. Bleaching also done prior to dyeing is 6 times more expensive & is only active
at temperatures above 60C thus making the process energy intensive. Before 1956, the
majority of clothes were dyed using natural dyes, but technological changes, industrialization &
population growth brought about a rapid increase in textile production.

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END PRODUCT MAKING

The final stage of making a fabric into1 a finished textile product requires designing,
merchandising, scheduling productions and making of prototypes. This phase adds to the
carbon footprint in the form of electricity which is needed to run machines like electric cutters,
sewing & fusing machines, steam iron sets etc. Also the boilers used to generate steams, used
in pressing consume a lot of diesel fuel thus adding to the carbon footprint.
USAGE & DISPOSAL OF THE END PRODUCT
It is a phase when the garment reaches the consumer and this phase has a high negative
impact on the environment. Washing, drying and care for the clothes decides how high these
impacts are. Laundering contributes highly to the carbon footprint. The carbon emissions are
created to generate the electricity used to wash clothing in warm temperature water and
tumble dryers. The major part of environmental impact in the lifecycle of a garment arises from
the consumer use phase which is a recurring phase during maintenance and irreversible
phase when non-biodegradable substances are disposed off.

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COMPONENTS OF APPAREL LIFECYCLE

The cost of adhering to environmental regulations escalates as the apparel lifecycle enters
higher stages. The concept and design phase of the product lifecycle is the least capital
intensive and most effective for reducing the overall environmental impact of manufacturing
apparel. The cost of green compliance is highest while disposing of retired items of clothing.
Correct identification of materials/fibers and product development processes can significantly
reduce the overall environmental impact. The choice of materials during the design phase can
also considerably reduce the cost of disposal at the end of the life stage. The challenge for
retailers, however, is to identify materials that are both eco-friendly and available at a
commercially viable price. That being said, retailers should do their best to find greener
alternatives to environmentally unfriendly materials; when pure green alternatives are not
available, low environmental impact fibers can be used. An eco-enabled PLM can help
designers make such choices.
Supply chain optimization can also save energy. Consolidating the geographical widespread
apparel product lifecycle for example, by positioning local offices and distribution centers
close to supply chain partners can cut down the cost of transporting raw materials and
finished products. Innovative software and information systems plot smarter delivery routes
that optimize transportation costs. Such savings can compensate for high green raw material
costs and maintain the profitability equilibrium.
The entire apparel lifecycle has a significant negative environmental footprint. Optimization of
the following three focus areas can ensure the creation of sustainable apparel:
Design and development
o Eco friendly materials, fabrics, composites and colors
o Manage local and global regulatory compliance
o Less resource/energy intensive process
Supply chain management
o Reduce overall transportation carbon footprint
o Minimal and eco friendly packaging
o Efficient storage and distribution
Product disposal
o Improved recycling, reuse and recovery
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o Minimal solid/ landfill waste

CHALLENGES IN CREATING ECO LABELS

No consolidated data repository on green attributes and toxicity levels of apparel
components such as fabrics, dyes, composites, buttons and packaging materials.
Varied regulatory requirements for different countries and apparel categories.
Insufficient transparency in the sourcing process to firmly establish green credentials
Balancing the fashion and comfort quotient of apparel made with eco-friendly materials.
Precisely calculating the overall green quotient and ROI during the design stage.
Lack of information on and availability of eco-friendly materials and suppliers.
Inadequate knowledge among designers and manufacturers regarding green
characteristics of apparel components.

GREEN PLM FOR FASHION

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Green design & development

Manage regulatory compliance

documents

Green material indexing

GREEN PLM for fashion

Green compliance reporting

Green ROI and business impact analysis

Low carbon footprint supply chain

REGULAR APPAREL
PLM

GREEN APPAREL PLM

By enforcing green strategy at design stage retailers can ensure sustainable product
development with minimal cost of green compliance.
Green PLM adds a layer of processes around the regular PLM framework to ensure that
the individual processes address environmental concerns and the end product is
environmental friendly.
Quick ROI analysis will yield information about commercial viability of green apparels
thus allowing retailers to implement a successful and profitable green label strategy.
Using green PLM, the environmental impact at different stages of the apparel lifecycle
can be effectively assessed and the most eco- compatible and financially feasible
designs can be marketed.
For instance, green PLM can automatically replace different components of the
proposed apparel designs like buttons, threads, fibers, zippers, colors etc with eco
friendly substitutes, and display the eco-friendly versions along with their cost
components such as raw material, manufacturing and shipping.

KEY CAPABILITIES OF GREEN PLM

The following are the key capabilities of Green PLM:
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Eco-indexing of green characteristics of materials, composites, dyes, fabrics and other

components.
Single window view of wide ranging environmental and regulatory compliance

requirements.
Higher visibility in procurement and manufacturing operations to validate the green

credentials of eco labels and meet requisite traceability requirements.

Enterprise-wide green alignment and measurement of internal and external compliance

with green guidelines through reporting and alerts.

Precise ROI calculation during the design phase.
Re-engineered supply chain to enable both green sourcing and minimal transportation
carbon footprint.

ECO-FRIENDLY FABRICS
Here we can put a look at some of the new fibres which are considered to be eco friendly:

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 BAMBOO - Bamboo is a grass, so it is biodegradable and has the ability to breathe. As

the fastest growing plant in the world, it is also highly renewable. It has antibacterial and
antifungal properties. The fabric is soft, luxurious, stretchy, comfortable, and strong
great for daily wear and active wear.

BAMBOO
CORN FIBRE - The starch and sugars are extracted from corn, and processed to make
a fibre called Natureworks PLA. This process is currently being done by Cargill Dow
Polymers, and the resulting fabric is called Ingeo. The fabrics are comfortable and can
resemble cotton, silk and wool, but with a lower cost, easier care higher durability and
superior wicking capabilities.
COTTON ORGANIC - Non-organic cotton accounts for approximately 10 percent of
the worlds pesticides, and 25 percent of the worlds insecticides. These chemicals are
associated with health consequences such as cancer, birth defects, and asthma. Nonnatural bleaches and dyes release further toxins. Organic cotton is grown chemical-free,
and the textiles are often dyed with natural dyes.
HEMP - Hemp plants grow quickly and densely. They require only an average amount
of water and are pest-resistant. They do not require herbicides, pesticides, or fertilizers.
Hemp can be spun into yarns with minimum processing. The fibres are more durable,
absorbent, and insulating than cotton.
MILK SILK - Goats eggs are mixed with genetic material from spiders, so that the
female goals produce milk that contains silk fibres. The resulting fibre is biodegradable
and durable. The downside: its genetic engineering, and kind of gross.
RECYCLED POLYESTER - The polymer from recycled soft drink bottles is melted and
extruded as a new fiber. It reduces energy consumption and saves raw materials. The
polyester is more fire retardant, easy to clean, and inexpensive. A particular brand of
polyester (EcoSpunTM) is a warm and durable fleece popular among back-packers.
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 SOY SILK - Soy silk is made from the by-products of tofu. The liquid is extruded into
fibres, which are dried and then spun into yarns. The high protein content allows it to
easily absorb natural dyes. The fabric is soft, luxurious and breathable, as well as
durable and washable. It is often referred to as vegetable cashmere.
WOOD PULP - Lyocell and Modal are two fabrics produced in a solvent-spinning
process from wood pulp. The resulting fabric is very smooth and supple, which is good
for sensitive skin. It also has very good wicking properties, keeping moisture away from
the skin.
WOOL ORGANIC - Wool is a renewable resource, and natural dyes can be used. For
organic wool, the livestocks food is organic, and no growth hormones or synthetic
insecticides are used.

ORGANIC WOOL

GREEN FASHION BRANDS

PERI
PERI is an exceptional eco friendly fashion brand. Clothes are made exclusively from organic
cotton, reclaimed silk, and tencel fabric. Tencel fabric is softer than cotton and is made
sustainably from the cellulose fibers of sustainable tree farms.
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Zkano Organic Cotton Socks

Zkano makes athletic socks and fashion socks for both women and men. Zkano also makes
really cute striped socks, too. Zkano socks are certified organic cotton, made from natural
fibers without bleach, and use low-impact dyes which are better for the environment.
Olsenhaus
Olsenhaus makes eco-friendly shoes from sustainable materials like cork and organic
cotton.Olsenhaus also makes shoe fabric from recycled TVs. Polyester microfiber is spun from
old-fashioned television screens.
REUSE Denim
REUSE denim is made from recycled jeans from waste in the denim textile industry in China.
China's landfills are overflowing with waste from the textile industry, and ethical manufacturing
policies are enforced to protect workers. The jeans are made from 80% recycled denim.
LANIFICIO NELLO GORI
Lanificio Nello Gori produces fabrics that are Cardato Regenerated. The mill is located in the
Prato region of Italy. According to Lanificio Nello Goris US agent Giovanni Carlesi: Cardato
Regenerated is an ecological product based on the concept of reuse. These fabrics are CO2
neutral and have zero impact on the environment. To bear the mark Cardio Regenerated CO2
neutral, fabrics must:
be made with at least 70% recycled material (clothing or scrap material)
have their CO2 emissions accounted for, their producers having purchased, from the
Chamber of Commerce, emission credits corresponding to the volume of production
concerned.

CASE STUDY
People Tree: Designing differently

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People Tree, the British-Japanese fair trade fashion company, has a design process which
sets them apart from other fashion brands. Their trend conscious designs are built around
traditional skills and utilize hand-weaving, hand skills and organic cotton to maximize
employment. They commit to increasing orders from their network of producers year on year to
build continuity and community and start their design process with these producers skills in
mind.
Background
People Tree began life as Global Village in Japan in 1991 and launched its UK operations in
2001. The ethos of the design is to creatively explore ways in which to balance wellbeing of
makers with delight for wearers. They are manufacturers of fashion and accessories for men,
women and children. There is a simple idea behind the company for every beautiful garment
People Tree makes, theres an equally beautiful change happening somewhere in the world.
The driver behind the brand is founder and CEO Safia Minney who has been awarded an MBE
and has been recognised in the Asian Business Awards for her work with Asian producer
communities. The company was also awarded the WGSN Global Fashion Awards and High
Street Fashion Best Ethical Fashion Awards in 2010 for fashion and accessories.
The company has offices in Japan and London, responsible for design, sourcing retail and
producer capacity development. Their core customers are 25-40 year old females, however
they also sell a significant amount of organic cotton babywear, kids & teen tees, and mens
clothes. The companys main outlets are its online store and selling product through 600 fair
trade shops in Europe and Japan, as well as in Topshop and John Lewis on the UK high street.
World Fair Trade Organization
People Tree is a design-led company that sees clothing as a vehicle for poverty alleviation.
Thus its focus is on community centered sustainability through economic stability, skills
preservation and low impact production methods. The company aims to maximize use of local
skills (hand-woven fabrics, hand screen printing and hand embroidery) to create employment.
The company is a member of the World Fair Trade Organization. It works closely with fifty fair
trade groups in marginalized communities across fifteen countries including Bangladesh,
working along the supply chain from growing cotton to weaving and embroidery to stitching.
People Tree producers are also involved in community development and training for workers.

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In Bangladesh, they work with the community projects Swallows, Artisan Hut, Folk
Bangladesh, and Kumundini.
Alongside a focus on the wellbeing of the people involved, focus is given to ecologically
sensitive methods of sourcing and production. 50% of their cotton is organic and Fairtrade
certified by Fairtrade International. More than 98% of People Trees products are imported by
sea from their fair trade producers in the developing world, thus saving energy.
The design process starts with a kick off meeting between the People Tree teams in the UK
and Japan, who work collaboratively to plan fabrics, colour palettes and share inspiration.
Designs are inspired by trends, but more fundamentally by the producers they work with.
People Tree design, production and technical teams regularly visit producers to get to know
their capabilities, check quality and resolve any problems. The designers start the process by
thinking about the skills of the people they will be working with. How can those skills be best
utilized? Will there be a market for those products? How can the design process enhance and
develop the skills of the producers? People Tree invests heavily in promoting Fair Trade and
awareness of the environmental problems with conventional fashion to build customer
awareness. Essential to the balance between buyer and maker is the prerequisite timescales.
Preparation for a new collection starts up to eighteen months ahead, a whole fashion season
ahead of the high street. This means that producers can plan their production, preventing the
bottlenecks prevalent in mainstream fashion that can result in unpaid overtime to fulfill orders
and insecure employment due to peaks and troughs in orders. People Tree designers order
their fabric from source, right down to ordering specific cotton plants to be planted to provide
the perfect cloth for their collection.

EXTENT OF AWARENESS AMONG CUSTOMERS ABOUT GREEN FASHION

The extent of awareness regarding green fashion among Indian citizen is considered to be
quite low. This is the reason that green fashion has not become sustainable in indiainspite of
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the increasing awareness about environmental degradation , environmental pollution and its
hazardous effect on the health of the people.
Table 1: Percentage distribution of customers according to their age group and awareness
about green fashion
Age group
Up to 30 years
31 to 45 years
About 45 years
Total

Fully aware

Somewhat

Not aware at all

Total

41.9
31.8
6.3
30

aware
38.4
36.4
25.0
34.5

19.8
31.8
68.8
35.5

100
100
100
100

It may be seen that proportion of customers who are quite aware about the properties about
the fibres used in green fashion decreases with increase in their age group. More than half in
the age group upto 30 years are quite aware as against only less than one fourth (23.9%)in the
age group of 31 to 45 years and less than one seventh (15.2%) in the age group above 45
years . as the calculated value of chi-square is much higher than its table value at 4 degrees of
freedom ,the association between age group and awareness about properties of eco
friendlyfibres or green fashion seems be highly significant.

REASONS FOR NON-POPULARITY OF GREEN FASHION

The reason of non popularity of green fashion has to be looked into two different lines
1) Why textile industry is not prone to green fashion and
2) Why customers are not giving preference to green fashion
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Those concerned with textile industry well knows that this industry is ecological most harmful
industry in the world .The eco-problems in textile industry occur during some production
processes and are carried forward right to the finished product. In the production process of
bleaching and then dyeing, the subsequent fabric makes a toxin that swells into our
ecosystem. During the production process controlling pollution is as vital as making a product
free from the toxic effect. Textile industry owners are also quite aware that the utilization of
rayon for clothing is adding to the fast depleting forests in India.
So far the textile industry is concerned for non-popularity of green fashion, mainly due to the
following drawbacks:

In some cases, using green products and materials will cost much more than using
conventional materials. They fear that the increase in cost will make clothes more costly
and beyond the reach of ordinary middle class families in India compels them for using

conventional material.
Moreover, Time is another area where going green is a disadvantage according to
textile manufacturers. The textile industry that goes green needs to spend time

researching the best ways to make the transition to green.

In addition, the industry needs to locate sources of green material and green products
and make sure that personnel are properly instructed in the use of the new products.

CONCLUSION
At last, we can discuss some ways to popularize green fashion:

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Customers can be motivated to go for green fashion by increasing their level of

awareness about the merits of eco-friendly clothes on the one hand and environmental
hazards of the production process involved in non-eco-friendly fibres.

Clothing labels generally reveal what fibers are used to make a garment and how to
clean it. However, those labels don't outline all the chemical finishes applied to the
garment or the environmental impact of the manufacturing process. If it is made
mandatory for the textile industry to specify clearly and prominently the adverse affect
and hazards of environment on non-eco-friendly clothes, people will become aware
themselves and dont go for clothes made of such fibres.

There is need to develop environmentally-responsible or green marketing in India and

intensively campaign for it. Green marketing is a business practice that takes into
account consumer concerns about promoting preservation and conservation of the

natural environment.
Green marketing campaigns

highlight

the

superior

environmental

protection

characteristics of a company's products and services, whether those benefits take the
form of reduced waste in packaging, increased energy efficiency in product use, or
decreased release of toxic emissions and other pollutants in production. This campaign
along with the ready availability of eco-friendly clothes and their affordable cost may

help sustaining green fashion in India.

Farmers should be encouraged to grow organic cotton and other eco-friendly fibres. As
the growth process of the harvested fibers does not involve chemicals, harvesting such

fibres will reduce the cost.

Government should purchase these fibres for onward supply to textile industry and give
incentive to textile industry for giving due cast of these fibres to the farmers. Checks
should also be made on synthetic fabrics, such as polyesters, nylons, and acrylics
which have adversely affect human body and help in degrading the environment.

BIBLIOGRAPHY

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http://www.infosys.com/industries/retail/white-papers/Documents/green-plm-fashionapparel.pdf [INFOSYS Green PLM for fashion & apparel, Designing Profitable Eco
labels, TanuDeo Sharma, Christopher Hall]

http://www.cardato.com/media/press/textiles_environment.pdf [Eco-Friendly Fashion

and the, Green Consumer, By James Mendolia, of Parsons The New School for
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