I hope that you can tolerate one fashion post weekly. Conversely, nobody is forcing you to read the fashion content. Feel free to focus on what interests you. Including fashion coverage on Inhabitat hardly seems off base as there are parallels and overlaps in architecture and fashion design. Additionally, we all need to get dressed every day. This can be done in a myriad of ways. People, whether concerned with fashion or not, all have a fairly close relationship with clothing. Apparel is the product that we likely spend the most time interacting with. I would imagine people interested in sustainability might also be interested in apparel designed with the future in mind.

Blake,

I clearly view Noir differently. I don’t think that they are trying to get you to buy their clothes so that you won’t feel guilty about the plight of poor Africans. I think they are trying to be supportive of the people that support the cotton industry. It is difficult to start a huge agricultural project overnight. I feel Mr. Ingwersen was very open and transparent about the company’s current production and future goals. Illuminati is also one of the few companies to focus on producing quality eco-textiles for the apparel industry. We need these companies in the supply chain to support the industry.

At this point, certified fabrics are better than nothing. Additionally, there may not be plenty of fair trade and organic cotton on the market, especially if you are talking about finished textiles for high end designs. We need eco-design in all levels of the apparel market.

As the sustainable bubble rises, yes, we will see more greenwashing. However, I believe transparency is key. It is up to the media (and consumers) to educate themselves. As you noticed, I did ask questions about the fabric. I am not sure many other fashion journalists could even tell you what SKAL or ISO 1400 means. I don’t see Noir trying to earn points and customers as much as I see them trying to raise awareness in an industry that has been very slow to tip. One way to get a fashionista’s attention is to design a stellar collection.

Jill Danyelle,
fashion editor

Noir is heavily marketed as sustainable, eco, etc. yet up to this latest season they used mostly regular cotton and alot of leather. The crazy part is that this is stated and yet they are still being highlighted everywhere as the line to save the world. Certified Oeko Tex 100 does not mean sustainable. It only means that the dyes (which are still bad) are free of heavy metals and controlled instead if dumped in the environment. Almost all dyeing in Europe is oeko tex 100 these days.

Can anyone recognize greenwashing anymore? If someone makes a big noise about how much good they are doing in the world then this deserves to be scrutinized. No free passes just because there is the occasional exposed nipple.