Ethical, chemical-free cosmetics company, Y-Yo Australia, have released a new book titled Ethical Fashion for the Australian Green Goddess. The hand-sized pocket book lists a directory of over 100 Australian ethical fashion brands and covers women’s clothes, underwear, swimwear, jewellery and accessories, bags, shoes, millinery, men’s clothes and baby wear.
The directory attributes the ethical origin of each brand describing organic qualities, where raw materials are sourced, recycled or vintage garments, fair trade items and vegan options. The guide is so comprehensive it includes ethical fashion facts, an overview of DIY fashion advising on where to source ethical fabrics, a list of the top op-shops and markets, and a page on how to launder and care for your clothes in an ethical way. There’s even a short description of the style of each fashion brand to help readers find what they are looking for.
Director of Y-Yo Australia and co-author of the book, Helen Coates, says we can expect the same look and feel of this book as the Ethical Beauty for the Australian Green Goddess published earlier this year. Part of her inspiration for the ethical fashion book derives from Ms Coates’ passion to live an ethical lifestyle. “Being ‘ethical’ is not something that you do in only one element of your life. It’s based on your personal values and beliefs and so it extends across everything you do,” she said.
When Ms Coates broached the idea of creating the ethical fashion book, she received an overwhelming amount of feedback from friends who expressed an interest in purchasing ethical brands but didn’t know where to find them. “Everyone is talking about the term ‘ethical’ – what it is, why it’s important, who’s making ethical products and where to buy them – so ethical issues have definitely elevated in peoples’ consciousness,” she explained.
But why is it important for consumers to carefully consider their fashion purchases and go for items that are environmentally sustainable or practice an ethical approach? Guest editor of the book Jenny Leach says that in years to come (when we all become better informed and educated) we will look on unethical companies as we do cigarette companies today. “Some poison us with their chemically laden offerings (fabric dyes, whiteners etc); many disregard the environment with their ‘throw away’ mentality and wasteful production methods; and vulnerable workers continue to be exploited all around the world.”
The benefit for consumers regarding ethical purchases is to become aware of what they are buying, the effect it may have on their health and ensuring the wellbeing of fair practice for humans and animals involved in the production of garments. Ms Coates emphasises the importance of becoming more aware and educated as consumers: “…consumers need to be informed about the environmental and humanitarian issues that arise in the production of a garment, and to know that fashion isn’t all that much fun for everybody in the fashion industry’s global supply chain,” she said.
The Ethical Fashion for the Australian Green Goddess helps to educate readers while eliminating the struggle in sourcing ethical brands. However, the selection process for brands included in the book has undergone intense scrutiny to make the cut. Australian brands that conform to mass production or ‘throw away’ behaviour have been deliberately excluded from the book even though they may produce an organic or fair trade range. “And also, because a brand is domiciled in Australia and is considered ‘local’ it doesn’t necessarily mean that its products are created/produced in an ethical way, hence a brand may be ‘Australian’ but it may not be ethical, and therefore such brands are not included in our directory either,” Ms Coates explained.
When considering ethical fashion, Ms Coates suggests seeking local brands first claiming that there are many creative, thoughtful designers covering the entire style and budget spectrum but who don’t have the marketing support that larger, international and conventional brands have. “These ethical Aussie brands are doing some noble things to uphold responsible production methods, minimise environmental impact, support skilled artisans, and promote craftsmanship, quality and longevity. Support them in any way you can.”
Ethical Fashion for the Australian Green Goddess (RRP$17.95) is now available to purchase from the Y-Yo website: www.y-yo.com.au and all good book stores, health shops and eco stores.
Onya Magazine has one copy of Ethical Fashion for the Australian Green Goddess to giveaway. To enter, simply tell us in 50 words or less why you believe purchasing ethical fashion is important. Email your response to info@onyamagazine.com by Friday, September the 10th. Winner will be notified via email.
