You Are What You Wear

There is no more important journey than the one from field to fashion. The textiles industry was worth $46.05 billion worldwide in 2009 and cotton fibre makes up half of this market. There has long been a focus on the working conditions of sweatshop employees in developing countries. There is an equally important area - often overlooked - not only how clothes are manufactured but how the raw materials are grown.

The market for organic clothes is small but rapidly growing. It increased by 35% from 2008 to 2009, from $3.2bn to $4.3bn. Despite these figures, the importance of going organic in the textiles industry somehow often fails to convince the average consumer. Cotton has been seen as a pure and natural product and choosing cotton avoids using oil-based synthetic fibres such as nylon and polyester. But the consumption of traditionally produced cotton in some ways actually reinforces rather than breaks our reliance on polluting and non-renewable fossil fuels. The systemic use of oil-based fertilisers and pesticides on temperamental cotton crops is not sustainable, for example. The more sustainable techniques used in organic farming rely on natural yield-increasing farming methods.

Livia Firth, wife of actor Colin Firth and Creative Director of Eco Age, has highlighted not only the potential of recycling fabrics but also the importance of sourcing new ones carefully. She has been the embodiment of ethical fashion in recent years. From red carpet event to red carpet event, Livia has wowed the world’s press with her combination of reworked vintage and organic clothing. When Colin’s star was put down on Hollywood’s Walk of Fame at the beginning of this year, she donned an entirely organic outfit for the occasion. Eco-fashion has failed to make the leap from ethics to aesthetics in the past; organic cotton persistently conjures up images of unflattering cuts, dull colours and drab customers. Livia has transformed this into an innovative and sophisticated way of living.

However, you do not necessarily have to have designers at your beck-and-call in order to inject a little green into your wardrobe. Although the high street has begun catering to the organic clothes trend, these products are still mostly found in shops’ nooks and crannies.  The internet is a saving grace here, for it nurtures small brands to become the next Big Thing. The fantastic Offset Warehouse, runner-up in this year’s Observer Ethical Awards, not only offers a wide range of clothes and accessories but also lengths of raw material. At Rawganic, there’s nothing we love more than getting stuck-in ourselves, so blow the dust off your sewing machines and feed your creative side. With prices that won’t break the bank, Beaumont Organic will fend off those fashionista cravings. This kind of retail therapy not only reaps personal rewards but also sends a clear message to the fashion industry. And don’t forget Rawganic organic cotton facial wipes, with organic green tea and aloe vera; by having a gentle cleanse you can make an immediate switch to organic cotton and with a retail price of £ 2.55 per pack of 25, they don’t cost the earth.