by Sabine Kühnl


Review Green Shows: "First of all people want to look good"

by Sabine Kühnl

If one thing becomes clear while visiting Berlin's green show duo Ethical Fashion Show and Greenshowroom this week, it's the fact that a sustainable-only approach does not make a label successful-it's the looks that create demand: "First of all people want to look good in their clothes, that's the most important thing-also when it comes to sustainable fashion. If on top a brand caters ethical and ecological needs, well, even better," says Alina Schürfeld of the eponymous German premium footwear brand who presented her collection at Greenshowroom.

As many other exhibitors of both events she was very satisfied with the frequency: "A lot of press is constantly coming by, and I also meet new clients." In fact, the two connected shows taking place at the old post station (Alter Postbahnhof) attract more and more visitors each season: while bigger players such as Zalando and eco clothing stores have showed up already some seasons ago, it seems the range becomes even wider due to more press and public discussion about the topic.

"We serve clients that are strictly 'dark green', but also stores that run us as the only sustainable label in their assortment of several brands”, explains Taco Stomps of Dutch label Miss Green. Olaf Schmidt, Vice President Textiles & Textile Technologies of the shows' owner Messe Frankfurt: „Especially conventional retailers use our green shows as a platform to widen their offer with eco fashion."

Saying that it shows that also sustainable apparel has made a step towards needs of regular retailers: "We feel that buyers like our things because they look for something sustainable that also has a new look," thinks Taeko Ohyama of British-Japanese brand Inheels.

Of course, you can still find a good portion of cliché-like yogi stuff or oversized hemp dresses made for eco moms, but the organizers and the brands clearly develop into a cooler fashion direction which makes the green shows a forum to keep an eye on to fulfill growing consumers' needs.
Best-of list:
Must buy: Footwear by Alina Schürfeld
Footwear by Alina Schürfeld
Footwear by Alina Schürfeld


Best collection: Studio Elsien Gringhuis
Studio Elsien Gringhuis
Studio Elsien Gringhuis



On a side note: At the shows you find the nicest atmosphere and people, heartwarming, not too cool for school. That does not make your business, but at least it gives you a feel good moment.