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More consumers look for clothes that don't harm the environment

By: Karen Nazor Hill
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Brad McAllister

The term “eco-friendly fashions” may conjure up images of frumpy clothing made from potato sacks, but the styles range from classic to trendy.

Suzanne Bishop, owner of Frankie & Julian’s clothing boutique on Frazier Avenue, said she carries two top-of-the-line, eco-friendly brands — Sworn Virgins and Aristocrat — that are big sellers.

Sworn Virgins is marketed as “pure eco fashion” made of 95 percent bamboo and 5 percent Spandex. Aristocrat promotes chemical-free, environmentally safe denim, she said.

Brad McAllister, an employee at Rock/Creek Outfitters and an intern with the Chattanooga Public Works Department’s Urban Design Studio, said he’s thrilled that the environment message has reached the retail level.

“Everybody needs clothing,” he said, “and manufacturers realize they can supply the needs in an eco-friendly way.”

He believes people will purchase eco-friendly clothing because they want to make a difference.

“In some cases, the product may be more expensive, but they’re willing to pay the price because they know that what they’re putting next to their skin is environmentally safe,” he said.

Patagonia, an outdoor gear and apparel company known for its environmentally friendly practices, has a goal of making clothing a recyclable resource, according to Patagonia president and CEO Casey Sheahan.

“Moving forward, we hope to expand the worldview of recycling beyond just cans, newspapers and bottles,” he said in a news release.

One of the company’s most popular rain jackets is made entirely from recycled polyester. The jacket was named 2007 Outside Gear of the Year by Outside magazine. The jacket sells at Rock/Creek Outfitters for $190.

Rock/Creek Outfitters’ other eco-friendly brands include Keen, Prana and Kavu.

Mr. McAllister said Keen is using excess rubber from its shoes, at one time swept from the floor and discarded, to make other products, such as bags and accessories.

“Why throw things out that can be used,” he said. “It’s good business practice. Green doesn’t just stand for money. It also stands for the environment.”

Mr. McAllister, 28, a Georgia native who worked as a marine biologist on a commercial fishing boat in Alaska for five years, said eco-friendly products, including clothing, are important to him.

“I realize that saving our planet is where my heart is, and the best part is that it’s no longer an oddity,” he said.