May 11, 2012

Conscious Fashion: Make Room For Some Green

Green may not be your favorite color in the world, but there is certainly a way to make sure it’s the main theme of your holiday wardrobe this year- look no further than the Green Room at asos.com, a treasure trove of unique and beautiful clothing all designed with our precious planet in mind. Easily missed, the Green Room is only one small facet of the seemingly endless fashion haven that is ASOS, and even though it was launched just over two years ago, admittedly I only noticed it recently! Yet it’s packed full of big labels with an even bigger heart such as People Tree, Melissa and the sites very own brand, ASOS Africa.

ASOS Africa is a collaboration between the site and the organisation SOKO, whose aim is to establish sustainable businesses in underprivileged communities. According to the organisation’s ethos, they are “passionate about seeing a shift in the fashion industry where high quality fair products that are produced for a fair wage, become the norm”. The great thing is that they seem intent on pursuing this vision while keeping that African spirit at the heart of their aesthetic.

This season’s collection, which has just been released, includes some stunning ‘50s-inspired bikinis, tailored shorts and enough clashing pattern to keep any on-trend fashionista satisfied. Worn by the likes of Michelle Obama, ASOS Africa has certainly earned its kudos in the world of sustainable, environmentally responsible fashion, and the strength of this new collection proves that it’s pretty much unstoppable. It’s so refreshing to see an eco-friendly brand receive the recognition it deserves, bringing sustainable design into line with the rest of the fashion world.