Major brands seek eco appeal
According to Sweden-based label producer Nilorn, the widespread move toward eco chic on the high street has had a profound affect on the clothing industry and related sectors. It claims the fashion retail market is becoming more and more eco-aware in terms of branding, increasingly reflecting the trend for clothes with a more organic, eco look. Nilorn indicates that natural looking cardboard packaging is replacing card, and ribbon or string is replacing plastic ties as fashion labels aim for a complete eco chic image. Head of creative design, Simon Harrup, said: “More and more we are hearing about how important it is to be environmentally friendly and conscious of the effect our business has on the environment around us. We are also seeing this being outwardly displayed on branding across the High Street. Many top retailers want to give their product and effectively their brand a bit of eco-cred.” An increasing number of eco-friently garment accessories, for example labels, tags and zips, shows that the demand greener products is really taking off. More natural labels, swing tickets and rope-ties and ribbons that attach tags to clothing labels give garments a more environmentally aware edge. Teaming this with the use of natural colours, such as creams, browns and beiges, the natural look can be seen across the clothing industry. Says Simon: “Eco-appeal is where its at and nearly every major brand is adjusting the tone of what it does to reflect that. At Nilorn it has meant sourcing a lot more natural and environmentally friendly trims that both look good and are greener on the environment.”
