Future lies in

The future of the Australian TCF industry lies in socially responsible apparel and footwear, according to global trend forecaster Promostyl.
Speaking at the Asia Pacific Fabric Forum recently, Promostyl Americas director Britt Bivens said consumers were looking for authenticity and sustainability in their clothing, rather than high-end logos. "People aren't brand-loyal any more, they constantly want something new, some value added aspect to their purchase, which I call the 'gift with purchase' syndrome. Right now that is in socially responsible clothing," she said.
Many labels - ranging from west coast US tee shirt label Stewart & Brown to global brand Nike - which recently launched sustainable footwear brand "Nike Considered" - had already adopted the concept.
Bivens described the impact of eco clothing as "huge".
Australian labels, including Easton Pearson and Caravana, had made social responsibility a central aspect of their brand, but branding potential was largely untapped in this country, she said.
"Australia has always been known for being well attuned to nature. It's been using solar energy for years and even the architecture is very environmentally aware, so why not apply this to clothing?"
Environmentally friendly clothing had lost its unfashionable image and been embraced by high fashion, as shown by US designer Linda Loudermilk's "luxury eco" brand, she said.
"I call it 'hippy to hip'."
As the trend caught on in the west it was "only a matter of time" before it became sought after in the Asia Pacific region.
"When you think that many countries in the area - particularly China and Korea - are big producers of bamboo - it makes even more sense for those countries to be part of it."
Chinese factories were also experimenting with milk protein fibre products, while corn-based fibre, seaweed and eco-spun fabric made from recycled plastic bottles were recent innovations in sustainable fabrics, she said.
Time was of the essence for Australian labels wanting to make sustainability central to their branding.
"The point I'm trying to make is that if you want to be a leader start doing it now," she said.