SFBG’s Juliette Tang peeps the best eco-friendly products and boutiques.
It seems that the biggest trend in fashion these days isn’t the ankle boot, the harem pant, or the high-waisted jean, but the color green. Everything is being dyed green lately, no? And by green I don’t mean the color of that pretty John Galliano dress. I mean green as in producing goods in a socially conscious manner, inflicting as little harm as possible on the environment, and considering the sustainability of the planet as a meaningful paradigm in the relationship between labor, assembly, and production. Green as in the type of clothing one might find in boutiques like Wildlife Works, a green fashion label headquartered in San Francisco whose mission is to save endangered wildlife in Kenya.
Unlike much of the clothing on the market that is labeled ‘green,’ the products at Wildlife Works are actually green. Sadly, ‘green’ is often a misnomer used to mislead consumers. It seems everyday we’re hearing news of fraudulent eco-friendly products that aren’t nearly as green as they claim to be. Says Mike Korchinsky, founder and CEO of Wildlife Works, “Is everything that claims to be eco-friendly really eco-friendly? No, absolutely not. The marketing world has caught onto the green buzz and has been making a lot of hay out of the green movement.” From poor quality goods to deceitful advertising, spurious greenwashing is everywhere.