High street eco branding

Eco-awareness is growing into the garment branding, and according to branding specialists Nilorn, the fashion retail market is becoming more and more eco-aware with branding. This increasingly reflects the trend for clothes with a more organic and eco look. Natural looking cardboard is replacing card, and ribbon is becoming the equivalent to plastic ties.

Head of creative design Simon Harrup says: "More and more we are hearing about how important it is to be environmentally friendly and conscious of the effect our business has on the environment around us. We are also seeing this being outwardly displayed on branding across the High Street. Many top retailers want to give their product and effectively their brand a bit of eco-cred."

The result is an increasing number of garment 'adornments' (labels, tags, zippers etc ) that suggest a little eco-chic. For example a green couture using more natural labels and brand accessories gives the impression of eco-friendly and natural clothing. Look out for rope-ties and ribbons that attach tags to the clothing labels, as well as lots of natural colours; creams, browns and beiges that all add to that eco-trendy vibe.

"Eco-appeal is where its at and nearly every major brand is adjusting the tone of what it does to reflect that. At Nilorn it has meant sourcing a lot more natural and environmentally friendly trims that both look good and are greener on the environment," comments Simon.