Dusted, unshaped, unsexy and not very fashion forward - that is what many people still expect when it comes to green fashion. But with this winter edition of Greenshowroom and Ethical Fashion Show, the green fashion shows’ potential is revealed. Of course, visitors won’t find there the latest fashion styles and the loudest marketing ideas. But that is not what people are looking for at the fair location at Alter Postbahnhof, where this winter edition started with a full house of exhibitors.
The portfolio of brands representing different segment reaching from streetwear and casual wear to womenswear, jewelry, shoes and bags come together under one umbrella: sustainability, stories as well as concepts that are able to generate new value of apparel. And this seems to attract more and more visitors. That was also the impression of Andreas Reif, owner of Okey Dokey Distribution, who commented: “Consumers in general are getting more interested in vegan and green fashion. We are well attended also by conventional retailers.”
According to Reif, green fashion has the possibility to tell new stories and bring new freshness to the sales floor. This is also the impression of Alexander Nolte, CEO of Langbrett, operating also several stores throughout Germany. “We started our own label with streetwear and boardwear because we learn that all fashion is waste. Meanwhile, we learned from our stores that more and more people are sanitized and ask for sustainable products.”
The fairs gave a good overview to discover the latest trends in sustainable materials and concepts. Many collections showed the latest influences on athleisure and the employment of high quality materials. Also vegan fashion and natural materials were highlights in many collections. Claudia Lanius owner of womenswear label Lanius commented: “I really like the development, that also in the big houses a rethinking takes place. Be it in cooperation with Kunert, which has developed a sustainable stocking, or Adidas, which bring out a compostable shoe."
Here we spotted the most impressing innovation of the fairs:
Best knitwear collection:
Miska focuses on knitwear, refrains from synthetic fibers such as Nylons for their tops, aiming to present long lasting product. They only employ lamb wool, mohair, silk, cashmere, cotton and tencil.
Best Vegan pieces:
Also vegan apparel is getting more important. Several brands showed accessories or apparel made of vegan materials. Wooden flies and cell phone covers by Exallo or bags, wallets and jackets made of cork presented by Bleed or the bomber jacket of Thokkthokk filled with ultralight Kapok fibers instead of downs.
This sustainable vegan fiber was normally used for bedding textiles because of attributes such as being antiallergenic and water-repellent, among others.
Best recycled and biodegradable pieces:
Also recycling remains an important topic when it comes to green fashion. So does Longboard. The streetwear company presents shoes with recycled soles. The upper is sewn on to the soles and it can be easily removed to recycle the soles. There are leather styles and vegan styles available for retail prices ranging from 99 -139 Euro. And for a sustainable presentation on the sell floor BonaSti offers bio plastic Bplast biodegradable mannequins, the Eco Mannequins that was showcased at the Lanius’ booth.
Micro plastic is a big topic. Longboard has developed a sack that collects micro plastic that will be separated from synthetic functional outdoor apparel with every laundry cycle.
Best Ethical Denim Brand Concept:
The show made space for ethical brand concepts such as Goodsociety. The German denim brand that was founded in 2007 in the US, aims at a total ecologic and social correctly brand awareness. Made of organic cotton, made in Italy, the GOTS certificated brand offers slim fits, skinny fits, straight fits, tapered and flares along with jeans dresses and jackets, as well as shirts for retail prices from 129-159€. A premium line with handstitched details completes the range. 25 % of revenue is donated to social projects.
Best fair Newcomer:
The shows presented some interesting newcomers among their 179 exhibitors such as Solstice, a menswear label founded in 2014, in Switzerland. The GOTS certificated apparel collection employs high quality garments from Italy, Japan, Portugal and Switzerland into a clean and comfortable line with love for details.
For more information on trade shows check out DFV Group’s expocheck.com.