6 Common Misconceptions about Eco-Friendly Fashion


Part of our mission at lur® is to educate people about eco-friendly fashion – what it is, what it isn’t, and how our process rises above so many other so-called eco companies. Since the inception of what’s known as "eco-friendly fashion," clothing that’s kind to mother earth has taken a pretty bad rap. True, some of the early eco styles weren’t so stellar, but a lot has changed.

It’s time to debunk some common misconceptions about eco-friendly clothing.

Misconception #1: Eco-Friendly Fashion is Ugly
Many people still see eco apparel as the drab, ill-fitting, frumpy wear associated with the eco cotton and hemp clothing of the 1980s. "Ethical fashion was previously perceived as unsexy and unstylish in the marketplace and has fought hard to shake off this negative image over the years," said Rebecca D’Souza, writing for Retail Digital which reports on retail industry news and trends.

I myself think of hippie treehuggers eating tofu and smoking something out of a hookah. Anyone else?

Not true anymore. Celebrities like Anne Hathaway and Livia Firth have been seen wearing eco-gowns on the red carpet. Singer Pharrell Williams recently launched a denim line made from recycled ocean debris. Stella McCartney, daughter of Beatles phenom Paul McCartney, has built her own sustainable fashion empire and designs for celebrities and common folk alike.

But green fashion doesn’t have to be high-end couture. We offer casual yet chic styles for women of all ages.

Misconception #2: Eco-Friendly Fashion Feels like Burlap
"The first hemp clothing had the same texture as the hemp scouring pads being sold alongside them," said Green Living. "The 100% hemp T-shirts felt like wearing a loofa."

These days, however, eco-friendly clothes are just as soft as their counterparts, if not softer. It’s hard to wrap your mind around it at times, but clothing made from post-consumer plastic bottles like ours is soft, comfortable and versatile!

Misconception #3: Eco-Friendly Fashion is Hard to Find
With the amount of brick and mortar and online boutiques, eco-apparel is anything but hard to find. Look for local boutiques and stores near you, (we have a handy store locator on our site) or check out green brands’ Facebook pages for more information.

Misconception #4: Eco-Friendly Fashion is Expensive
In general, most quality clothing costs more than fast fashion. If you’re going to shell out a few more dollars for nice clothing, why not make it eco? It lasts longer and it’s less resource-intensive.

Another way of considering expense: Start thinking about "cost" as more than what you shell out for the latest, greatest thing. "The true cost of mass production is always leveraged somewhere," says Divine Caroline, an online site for entertainment, beauty and fashion. "(I)n the case of fast fashion, the planet is paying the lion’s share."

Misconception #5: Eco-Friendly (and Other Such Green Terms) are Straight-Forward, Well-Defined Terms in the Industry
Sadly, this is not the case. All eco, sustainable, green clothing—whatever you want to call it—is NOT created equal. Case in point – a large, well-known apparel manufacturer recently introduced an "Ecosmart Fleece." Not bad right? But when you read the fine print, the brand claims "5% of polyester from recycled polyester." Up to 5%. What about the rest?

"Plenty of suppliers say their apparel is eco-friendly, but many of them can’t back it up," said Betsy Cummings of the Advertising Specialty Institute.

This type of green PR, known as greenwashing, hopes to present to the public an environmentally responsible public image. This lack of transparency in companies’ processes, practices and policies means, at least for the time-being, consumers have to do their own research to determine what’s truly eco-friendly and what is deceptive rhetoric.

Cumming’s advice is to dig a bit deeper. "Look for items that have specific information instead of generic titles – organic cotton vs. green – and then look for certifications to back them up."

Misconception #6: Eco-Friendly Fashion Can’t Change the World
If you’ve read any of our previous blogs, you know many eco-fashion enthusiasts and manufacturers are helping empower people and striving to stop disasters like the one in Bangladesh.

"Fashion can be a universal player in protecting the planet," Pharrell Williams told National Geographic.

Though it is a slow-going process, retailers and consumers are beginning to make decisions that are changing the apparel industry, according to Nicole Peyraud in an article for Yogi Times. "Showing enthusiasm for…sustainable choices, consumers are putting rumors of an eco-fad to rest, actively making deep-rooted change one environmentally friendly purchase at a time."

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One Comment

  1. Posted May 25, 2016 at 5:54 pm | Permalink

    I feel like I should have started up with eco friendly fashion ages ago, but I didn’t know it existed! I know it used to be pretty drab and unflattering but recently I’ve seen prices go up as well as styles changing. Eco friendly clothes are super accessible now and relevant to the environmental in all of us.

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