Beyond cotton

Recycled rubber, plastic often made into Earth-friendly fashions

Chattanooga consumers are paying more attention to clothing made from organic or recyclable materials, according to some local retailers.

"Women are becoming more interested in the history of the piece they're purchasing -- what it's made of and where it was manufactured," said Suzanne Bishop West, owner of Frankie & Julian's, a clothing boutique on Frazier Avenue.

"People are not only conscious about what they're putting in their bodies but also what they're putting on their bodies," she said. "They're concerned about things that are toxic to their bodies and toxic to the Earth."

Among her most popular lines are Threads 4 Thought Sustainable Apparel T-shirts, priced at $20. Available in several colors, the short-sleeved V-neck tees are made of organic cotton, which according to the label is 90 percent less toxic than a conventional cotton garment.

"It's so much softer than a regular cotton T-shirt," Mrs. West said.

Recent research conducted by Green Seal Inc. and EnviroMedia Social Marketing shows that 82 percent of American consumers say they are buying green products and services even in a recession.

"America is taking 'green' seriously," Mrs. West said. "I'm seeing it all around me -- in my store, the grocery store, the gas station."

n2shoes, a progressive shoe store on Frazier Avenue, carries several lines of Earth-friendly footwear, including styles made from the rubber of recycled tires.

One brand, Simple Shoes, states a commitment on the company Web site to making products 100 percent sustainable.

"Finding materials and processes that make our products sustainable is a method we call Green Toe," the Web site noted. "It isn't a magic formula or a cure. It is a compass that we hope points to a bright green future. How we make our shoes is just as important as why we make them."

Simple Shoes use recycled carpet padding, car tires, wool, 100 percent post-consumer paper, certified organic cotton, eco-certified suede and leather in its shoes.

Store owner Alison Songer said Simple Shoes footwear was around in the 1980s, but it wasn't until recently that sales grew.

"The recycled quality didn't take off in the 1980s," Mrs. Songer said. "But we're now more conscious about what we're wearing. When people buy these shoes, they know they're doing something for the Earth. It's like paying it forward."

WAYS TO CELEBRATE EARTH DAY

* The first 200 customers at Earth Fare at Gunbarrel Pointe on Thursday receive a free tote to kick off the company's decision to eliminate plastic bags from its stores.

* Local businesses and organizations will showcase their green initiatives at a Celebrate the Earth Expo inside Hamilton Place on Thursday. Shoppers can expect animal demonstrations and displays, information on litter prevention and waste reduction, and readings of Dr. Seuss' "The Lorax." A shredathon for personal papers will be set up in the parking lot near Sears.

* Disneynature will open its new film, "Oceans," in area theaters Thursday. A portion of ticket sales during the film's opening week will be donated to save coral reefs.

* Bill Shores Frames & Gallery, 307 Manufacturers Road, will present a three-day celebration with the focus on American Indians' ties to the Earth. Thursday features artwork and music by Daniel Bigay from 6 to 8 p.m. Friday is a presentation of "A Cherokee View of the Night Sky" and an exhibit of Cherokee art by Robert Maney. Saturday offers workshops on Cherokee medicine and Cherokee women 10 a.m.-4 p.m. at UTC.

* Tennessee Aquarium will have a Party for the Planet 11 a.m.-3 p.m. Saturday. The day will feature entertainment, special feedings, educational demonstrations and close-up encounters with the animals inside River Journey and Ocean Journey, as well as outside in the aquarium plaza and related movies at the Imax Theater.

Did you know?

U.S. Sen. Gaylord Nelson, D-Wisconsin, declared April 22, 1970, the first official Earth Day.

Popular sustainable products

* Happybags -- An attractive, durable line of reusable shopping/tote, wine, yoga and dry-cleaning bags made in the United States of domestic materials. (www.bhappybags.com)

* "Just Green It"-- The ultimate consumer eco-friendly shopping guide book. Written by Ron and Lisa Beres, the book compares brand-name products side-by-side, making it easy for consumers to make environmentally friendly choices. (www.JustGreenIt.net)

* Wild Dill -- Clothing, toys, bedding and furniture for babies and toddlers. The online store carries only natural, organic, fair trade, made in the USA/Europe or from recycled products. (www.wilddill.com)

* Natural Clothing Co. apparel -- The company's focus is on practicality, sustainability and the beauty of natural fibers utilizing organic cotton, hemp and bamboo. (www.naturalclothingcompany.com)

Source: Avalon Communications

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