It would seem that the latest trend to buy into is ‘Eco Fashion’. But why does this term drag along with it unnecessary bad press. This warrants the question; to what extent do consumer values and preconceptions attached to eco-fashion, dictate what we buy into? There’s certainly one brand going against the grain and making ‘green fashion’ bloody fabulous.
Monkee Genes are a vibrant, fresh and up to trend jeans brand. I was aware of this brand through their affiliation with Topman. However I was surprised to discover that they are in fact an environmentally friendly brand, working with both sustainable materials and an ethical work force. They go completely against disposable fashion, effectively promoting sustainable trends to a young target market, for both male and female. Monkee Genes is the first and only jeans label, so far, to have accreditations from The Soil Association and the Global Organic Textile Standards (GOTS).
This dynamic, fresh faced brand doesn’t compromise style or street credibility, quite the opposite, combining the perfect harmony between ethical organic cotton whilst appealing to the younger generations.
In my opinion this is a fantastic opportunity for consumers; we are given a safe route towards buying into sustainable fashion market.
This ultimately highlights the way in which brands advertise, and our preconceptions attached to the term ‘eco-friendly fashion’. Monkee Genes effectively abolish the any thoughts that friendly fashion is ugly fashion, or perhaps not ‘fashion’ at all. More companies should undoubtedly adopt this innovative way of forward thinking. It’s clearly not so difficult to successfully enter into a sustainable way of thinking and dressing.
‘Monkee Genes is created to bring out true rhythm from your natural sensitivity. We achieve this by using organic fabrics made by people who care – because they are being cared for!’ – Phil Wildbore, Owner and designer of Monkee Genes.