With growing concerns about the actual components that make up our clothes, many people are beginning to turn to clothing made from natural and organic fibres.
These days when you walk into clothing retail stores you’ll notice that manufacturers have caught on and have labelled their clothes with “100% organic cotton”, “fair trade” and “certified organic”.
Do these labels actually have meaning beyond the surface? Although many products with such labels are very prominent in retail stores, big clothing brands like H&M, C&A and Tchibo have continuously misrepresented fabric components and have been accused in the past of selling genetically modified cotton as certified organic cotton. These retailers should be more vigilant and focus on using genuine natural components instead of using false claims as merely tools to attract consumers. The main focus should be on operating in a more sustainable and socially responsible way. With these things in mind, what does 100% organic really mean and why is it important?
It’s essential for us to understand what being organic really means. The famous saying “you are what you wear”, is a testament to how important it is to pay attention to what fabric we use to cover our bodies. As consumers, we don’t like confusion and trust plays a crucial role in deciding what we purchase. Through research, consumers will become aware of the fact that many fabrics don’t actually contain the most natural ingredients, this should drive us to become more familiar with retailers that have ethics and sustainability embedded in their DNA. Patagonia’s example is always cited because their commitment to using only organic cotton is a setting them apart in the industry.