"John Varvatos" is a name that always brings a smile to my face. John's clothing exemplifies what a contemporary conventional man can look like. Rough and rugged, and comfortable are definitely three words I use synonymously with his collections. Most of his looks are inspired by early rock n roll, so there's this slightly darker "I don't give a f&^%" attitude.
Music is also central to the brand’s philanthropic efforts, including the Save the Music Foundation that is dedicated to restoring instrumental music programs in schools around the country, and the annual Stuart House benefit that raises money for a treatment center for sexually abused children.
When I'm in John Varvatos, I do have to admit, I feel pretty damn cool. My inner rockstar that usually only comes out during a few showers, is allowed to surface in the real world.
Today more consumers than ever are making a conscious effort to buy environmentally-friendly products, including organic food, home-ware and clothes. Eco-friendly fashion is one of the biggest trends of the decade. The craze toward manufacturing, designing and buying green fashion has been growing in recent years, giving consumers a greater choice of sustainable clothing.
Misconceptions
Eco-friendly fashion has experienced a recent revival. 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. “A brand like Stella McCartney has always been very concerned about its ethical and green credentials but has only started to communicate this to the consumer recently because of the stigma associated with eco-friendly fashion in the past,” says UK-based fashion label, Bluebuck.
Celebrities like Black Swan actress Natalie Portman and former X-Factor contestant Leona Lewis have also helped to change consumer attitudes to sustainable fashion. A number of high-profile stars have launched their own eco-friendly clothing and accessory lines or fronted advertising campaign for a sustainable range.
Emma Watson teamed up with Alberta Ferretti earlier this year to launch an eco-friendly fashion line called Pure Threads. As an avid supporter of eco-related causes, the Harry Potter star also serves as a spokeswoman and designer for the UK-based People Tree organization.
Justin Bieber’s girlfriend Selena Gomez released an ethical clothing line for teens in 2010. The Dream Out Loud range, which was stocked by Kmart, included value-priced clothing and accessories made with organic and eco-friendly materials.
Justin Taunde, Director of urban brand Steady Guy, believes that celebrity endorsements like these have brought the eco-friendly movement to the forefront of the consumer conscience. “Celebrity endorsement is definitely a good thing. It has made eco-friendly fashion ‘cool’ for kids that probably would never have thought about it before,” he says.
“Celebrity endorsements can certainly help products sell but a good product and innovative communication can achieve great results too. It is possible for new fashion brands to make it without being photographed on the back of celebrities,” adds Bluebuck.
Sustainability and style
Designers are under increasing pressure to produce clothes and accessories that are both sustainable and stylish. “An eco-friendly label alone will not suffice to sell garments,” explains Bluebuck. “Consumers will buy clothing that is well designed and of a good quality. If it is eco-friendly this may be seen as a plus.”
Slowly but surely, the fashion world is moving from black to green. There is a definite increase in the market for sustainability. My only problem lies with pricing; the article continues to explain that the higher prices are due to lack of demand, and that eco-friendly/sustainable clothing is viewed more of a plus rather than the main selling point. In my opinion though, we're paying a little more for better karma.
