Blue is the new green when it comes to sustainable clothing. The fashion industry’s latest initiative is the “blue button”, a symbol that signals garments have been produced sustainably. Bono’s wife, Ali Hewson, who runs green label Edun, has signed up to the blue button, as has Kuyichi streetwear to give you an idea.
The button, which appears next to the care label, is awarded by MADE-BY, a not-for-profit umbrella labelling agency. MADE-BY’s mission is to make sustainable fashion common practice.
It helps designers source eco-friendly fabrics, such as organic cotton, and enables them to find factories which treat their staff fairly (paying a reasonable wage, not employing children, serving a hot meal at lunchtime).
That means you can indulge in a beautiful pair of £115 Roxy jeans from Kuyichi – all its denim is made from sustainable materials ranging from organic cotton to linen and soya – with a clear conscience.