Eco-house and eco-brands: real benefits or PR?

Organic (100%) clothing is gaining more and more popularity every year. Even designer houses, which furs and leather once brought fame, are trying to join the environmental movement. What of eco-brands is true, and what is a marketing trick, let's try to figure it out.

What is eco-mode

We were born in an era of overconsumption, when you can buy a penny dress and then throw it away after the first sock. The cheap thing, most likely, almost entirely consists of polyester, nylon and fabrics of similar origin, which in fact are a kind of plastic . And this material decomposes longer than the average human lifespan.

Each such one-time, but long decaying dress is a small drop in a giant wave of natural disaster. Manufacturers and consumers who are aware of this are trying to rectify the situation with the help of eco-mode.

Reference. Eco-friendly fashion is the trend for wearing things from recycled or eco-friendly materials that have a natural origin. For example, from cotton, flax, nettle.

As well as the refusal of manufacturers to use animal skins .

Eco-brands that have become a trend

While Armani offers eco products only in limited quantities and continues to use technologies that harm people or the planet in the manufacture of things, some domestic and foreign brands do work exclusively according to the doctrines of eco style . The persistence of their beliefs has become the basis for world popularity.

Famous foreign eco-brands

Annie & jade

Under the brand, designer Anna Lee creates creations. The girl offers stylish clothing from hemp, soy, wool, cotton, linen . He calls his direction an ekoshik.

Angel chang

The brand bailed the inhabitants of one tiny Chinese province, the terrain of which is ideal for growing crops. And thus he provided himself with fabrics woven manually from the highest quality raw materials.

The materials from which things are sewn are really incredible. However, their price is not small: from $ 1, 000 and above.

Amour vert

Designers of the brand follow the principles of non-waste production, but add an element of style to their work.

The brand will have items made from materials with a low content of coloring pigments, wardrobe items in the French chic style direction, as well as t-shirts, sundresses and other things for everyday wear.

Important! Amour Vert regularly transfers a considerable share of its revenue to support forests.


The main dogma of the brand specializing in the production of accessories: it is necessary to take into account not only the essence of the manufactured, but also how the production of these goods affected the world around us .

The brand reinforces its position by refusing to manufacture things on an industrial scale. Instead of factories and plants, ETWAS Bags has a staff of master designers. They independently manually work on each product at home.

MINK Shoes

Italian "vegan" brand, producing shoes from cork, wood, organic textiles .

In addition to comfortable models, in the product line there are also high-heeled shoes worthy of the best red carpet. Stars love this brand.

People tree

The company does not tolerate synthetics and caustic coloring pigments . The emphasis is on recycled materials.

At the same time, the head of the brand is the founder of the Fair Trade movement. In other words, people working for this company are not infringed on their rights. Moreover, brand faces periodically travel to Third World countries with an inspection. For example, Emma Watson at one time tried to improve the life of disenfranchised residents of Bangladesh.

Deborah Lindquist Eco Fashion Brand

Eco-couture and eco-glamor . The collections are full of luxurious cocktail and wedding dresses .

There is a line for our smaller brothers. Stitched items from sissel (SeaCell - cellulose with seaweed and silver ions), alpaca, organic wool, hemp.

Katharine e hamnett

The English brand, known not only for ethical production, but also for the active struggle against inhuman conditions on cotton and flax plantations.

Under the brand name, 100% safe clothes, jewelry and beach paraphernalia are issued.

Domestic eco-brands

It is worth looking at the products of the following brands and fashion designers.

  • Norsoyan . They are engaged in the creation of things using nanotechnology.

  • Oleg Biryukov . Refused from natural fur, uses linen, cotton, wool - everything is organic.

  • Vika Gazinskaya . Creates a variety of models. Sews fur coats, but does not use fur.

It is not necessary to reach high to become a participant in eco-movement. For example, a TVOE mass-market brand has developed and presented a plan to transfer production to an eco-platform. The project and research on it are actively funded.

Help Already now in the brand’s stores you can find things made of 100% organic cotton and with a minimum amount of coloring pigments.

Eco-mode: real good or publicity

It is necessary to distinguish between what has been done for the sake of PR and that which has come from humane impulses. You can’t do without it, because both motives are equally present in every sphere at the same time.

Not all eco-brands are truly eco-friendly.

Some brands are screaming that they are saving the earth. Moreover, formaldehydes, as well as nitrates, chlorine bleaches, insecticides and pesticides are used in their cotton fields and processing plants to control pests and to preserve the properties of raw materials. Contact with them through the skin is dangerous even for the baby in the womb, not to mention the average person.

30% of pesticides used in the world are spent on processing cotton fields . Here is such a sad anti-record!

Important! Many chemical compounds used in field processing will always remain in the structure of the tissue. Such clothes from nettles, flax, cotton are dangerous.

How to find a real eco-brand

But you don’t need to be a pessimist. Not all eco-brands have achieved success due to the exploitation of labor and poisoning of the soil with a crop of hazardous chemicals.

Finding a good eco-brand will not be difficult, they exist in sufficient quantities. Here are guidelines and recommendations that will allow you to do this.

Place of production

To find out where the clothes are made, look at the label.

Important! Products made in Bangladesh, Uzbekistan, Cambodia, India, can be made from low-quality raw materials.

If other countries are indicated, then most likely the raw materials were collected in a country with strict environmental laws. For example, in the USA (it is full of cotton fields). Therefore, a thing is much safer than that made from a culture whose fields were processed with caustic chemistry for the sake of quick profit.

Mode of production

Also looking on the label.

The following inscriptions should be on guard:

  • Mercerisiert (raw materials treated with sodium hydroxide solution);
  • Buegelfrei (raw materials processed with resins, which include formaldehyde);
  • Stone-wasched (raw materials processed by chlorine).

Inscriptions that say a thing is safe :

  • 100% organic cotton or 100% Leinen (the item is 100% made from organic healthy cotton or linen);
  • Organic cotton or Organic Leinen (when growing raw materials, energy-saving, harmless technologies were used):
  • Ohne Ausruestung (item not subject to additional treatments).

Compliance with the International Organic Textile Standard

The list of factories and enterprises approved by the supervisory structure is available for free access. You just need to set out to find a list of certified GOTS brands and determine if the brand in question is represented there.

The marketing move goes hand in hand with a real desire to change the world for the better, to minimize the harm done to nature.

Now you know how to find a real brand, concerned about the future of humanity.