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Sheena & Tara chime in on Ecouterre predictions for 2011


Forecasting trends for 2011, Ecouterre asked Sheena and Tara to join 28 movers and shakers in the ethical fashion space, including eco-model and founder of Source4Style Summer Rayne Oakes, Sarah Scaturro from the Cooper-Hewitt, Brad Bennett of Commerce with a Conscience and Caroline Priebe of Uluru (who gets special browny points for quoting Buckminster Fuller) ^.^

Sheena Matheiken (U.P Founder, Creative Director)
“With more and more corporate brands allocating budgets for eco-initiatives, the beginning of this new decade will see mainstream marketers continuing to pimp the green scheme, which, of course, will run the risk of turning all things eco-conscious into gimmickry, someone’s hollow sales ploy. In response, committed and savvy designers will make a concerted effort to distance themselves from overt green marketing, while continuing to create with the highest ethical standards (with clued-in consumers rewarding them with continued support).
These are the designers who do not see being green as a self-congratulatory pat on the back, but instead as a challenge to not compromise on creativity while applying the necessary rigor into progressive production practices. Their marketing tactics will be transparent but agnostic. This may seem counterintuitive, but it is a necessary step in combating greenwashing and making sustainability the norm rather than the exception.”

Tara St. James (StudyNY Owner & Designer, U.P Fashion Director)

“The economy has continued to take its toll on designers and buyers alike and that has been most obvious with Spring ’11 orders as everyone tightens their budgets (and their belts). Rather than attempt to decrease my fabric and production costs, however, I am striving to source more-innovative textiles that are not yet common on the market.
In addition to that, for 2011, I’ve been looking to move more of my production to ethical and socio-economically driven manufacturers who either help artisans find a buyer for their work, or train impoverished populations with a new craft.
Now that the mainstream market is a little more familiar with organics and knows the effects of pesticides and deforestation on our environment, I believe designers will start to look at the detriment our production has on humanity. In my case, this has lead to the use of more artisans and craftspeople in developing nations whose lives and communities are affected positively by even the smallest production order.”

Read quotes from the others on Ecouterre >

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