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September 2007
A 'Greening' Trend
Suppliers and distributors recognize it’s in
fashion to care about the environment through corporate social
responsibility – and buying ‘green’ fabrics.
By Regina P. Ciardiello
It’s not just about recycling aluminum cans and saving
trees on Earth Day. The “green” philosophy
has made its way into the ad specialty industry. With suppliers
and distributors both competing to use or offer the most
eco-friendly fabrics, the trend’s more than just
about fashion. And, end-user companies are demonstrating
their eco-conscious views through their corporate philosophies
and what they’re wearing.
It used to be that using non-traditional fabrics such as
organic cotton, bamboo, soy and hemp were costly alternatives,
which were too far-reaching and expensive to produce. However,
the times and the trends have changed, and many suppliers
are finding that just the opposite is true. They’ve
also managed to convince distributors that not only are
environmentally conscious fabrics the way to go, but they’re
also the wave of the future – and not a “tough
sell” by any means.
So who’s buying organic apparel? According to Jason
Henderson, president of Tempe, AZ-based Moseau, organic
fabrics in all forms have gained popularity because many
big-box retailers have decided to focus on going green. “Many
major corporations have received a lot of attention lately
for their push toward eco-friendly items,” he says.
And it’s not just about jumping on the bandwagon.
Henderson thinks distributors will see many of their corporate
customers actually asking for eco-friendly items. “It’s
a nice differentiating point to offer something that’s
environmentally friendly, because it’ll please eco-conscious
end-users – and won’t offend those who don’t
practice an eco-friendly lifestyle,” he says.
Distributors might worry that clients will shy away from
eco-friendly fabrics if they think they’re more costly
than traditional fabrics. However, Henderson says the costs
aren’t much higher compared to typical Pima and Egyptian
cottons that
are similar in quality and feel to that of eco-friendly
fabrics.
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From Colorado Trading & Clothing, a SoyBu
full-zip mock cardigan (SY2756), with contrasting white
rolled hem and SoyBu drawstring capris (SY2166),
which are cool on the skin and relaxed on the leg.
Reader Service #130
From AnvilOrganic, adult short-sleeve 5 oz. 100% organic
tees. They have shoulder-to-shoulder tape and seamed
collarettes; and double-needle sleeves and bottom hems.
They sport the new AnvilOrganic label. Sizes: XS-4XL.
Reader Service #174
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Break with tradition
When it comes to cost-effective clothing that’s eco-friendly,
Anvil Knitwear’s moving in the right direction. This
past March, the New York-based supplier, which is a division
of Anvil Holdings, introduced its AnvilOrganic line of T-shirts.
The 100% organic cotton tees are an affordable way for end-users
to be eco-conscious and fashionable.
Soft as traditional cotton, the tees are available in 10
colors, including chocolate brown and vibrant red and yellow,
in sizes XS through 4XL. The shirts have sparked a demand
that already has surpassed its first quarter sales forecasts,
according to the company.
Like Henderson, Anvil CEO Anthony Corsano believes the increased
demand for these types of products is two-fold. He’s
seeing the green trend extending beyond companies that are
directly related to environmental protection, but also to
those that want to remain socially responsible.
“Of course, you have companies that sell organic food or offer a line
of organic drinks, and they’re going to want to complement their philosophy
by having their employees wearing organic clothing,” Corsano says. “A
lot of companies whose mission statements aren’t about protecting the
Earth are interested in organic tees.”
And, distributors can reassure their clients that organic
fabrics can handle logos and messages, much like traditional
fabrics. According to Robb Fine, president of Indianapolis,
IN-based Fine Promotions, most organic fabrications can be
easily embellished with glitter imprints, screen printing
and embroidery.
There are even companies such as Bishop Garment Co. that
specialize in embellishment and are confident that even the
application process will go “green.” “Traditional
embellishments are being used on these garments, and I haven’t
yet seen any new processes using eco-friendly inks or dyes,” says
Norman Bishop, the company’s president. “But
I’m confident they’re in the works.”
While some suppliers are focusing on organic cotton, bamboo
and soy, Bishop Garment is moving toward recycled fabrics.
The company’s 24 oz. Melton wool is a combination of
75% reprocessed wool, 20% nylon and 5% other fibers. According
to Bishop, it’s used in traditional varsity jackets
or pea coats. “This fabric gives the look and appearance
of 100% virgin wool, but with more environmentally friendly
story,” he says.
The Vancouver, British Columbia-based supplier also pairs
organic cotton with bamboo, which is quickly becoming a trend
in the eco-friendly fashion world. “This is particularly
popular because of the soft hand that’s produced by
this combination, and the obvious sustainable characteristics
of bamboo, like the fact that it requires no pesticides,
herbicides and can regenerate itself very quickly after it’s
been harvested,” Bishop says.
Anvil’s also looking into bamboo, soy and even recycled
yarns – where scraps from the manufacturing process
are collected from the textile facilities and cut-and-sew
facilities. According to Corsano, the pieces are then sorted
by color shades and can actually be taken apart and made
into new yarn again. “We want to explore all of our
options so we can offer our customers products that are cutting
edge,” he says.
It might seem as though some companies are just catching
on to the green trend. However, this isn’t the case
for Colorado Trading & Clothing Co. According to Tina
Schmitt, the company’s director of sales for special
markets, the Denver-based supplier has been way ahead of
this curve, having dabbled in soy and bamboo mixed with polyester
for the last five years.
Schmitt’s referring to the company’s SoyBu line
of lifestyle activewear and loungewear. “We started
around 2002, blending soy into our chenille, and then we
added bamboo for durability,” she says. “SoyBu
is a super-durable product, and that’s why we have
the polyester blend – we felt that blending these properties
together made a durable piece that you can just wash and
wear.”
Distributed mainly to high-end retailers, boutiques, and
spas and resorts, SoyBu T-shirts are also making an appearance
in the corporate catalog of a well-known international company,
which according to Schmitt wanted to be more eco-friendly. “SoyBu
fits into the whole corporate ‘natural’ environment,” she
says. “It’s a trend that’s going to catch
on and has already started to in the corporate apparel market.” ■
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Regina P. Ciardiello is a freelance writer based in Montclair, NJ. |
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