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Consumer concern about climate change has become a lifestyle choice especially among young trendsetters who have paved the way for ecological consciousness in fashion.
Organic fashion is no longer a market niche to satisfy green activists and the clothes also don't look like the ones those activists are known to wear. Today stylish, sustainably-produced clothes are available off the rack. And large clothing-makers have begun offering items made from ecologically-grown cotton.
Many of the green collections start with organic cotton, which is grown in biologically controlled fields free of pesticides, said clothing technology expert Professor Marie-Louise Klotz.
Depending on the maker, garments are made either only from organic cotton or from fabric that is a portion of organic cotton.
"It's not about a short-term development for us, rather a mainstream trend," said Gerd Thomkins, chief executive of a European fashion institute.
Following developments in the food industry, climate change is demanding a greater acceptance of alternative products, also in fashion. Many people have a sincere need to show their environmental consciousness.
Trend followers attribute the politically motivated fashion transition to the spread of the Lifestyle of Health and Sustainability movement, whose followers have christened it LOHAS.
"Right now we are seeing a further development of the ecology culture," said Andreas Steinle, manager of the international Future Institute think-tank.
Admittedly, this lifestyle includes inconsistencies. On one side there is consumers' need for stylish garments they enjoy wearing and on the other side there is their health consciousness.
The result is a modern style that wouldn't immediately be recognised as ecological or organic, which is not what the majority of consumers look for when they go shopping.
