The collapse and fire damage to garment factories in Bangladesh and poor working conditions of garment factory workers in Asian countries as well as toxic chemicals used in fabric production are driving global brands’ interest in ethical fashion. Their rising interest is also boosting its appeal to a broader market.

Labour unrest due to precarious work atmosphere in Asian factories supplying to some of the big global brands along with pressure being created by vocal campaigns from environmental groups like Greenpeace is leading brands to stop using chemicals, which they say can pollute rivers near factories and threaten the health of workers and consumers. Awareness of these issues has helped ethical fashion start to shake off its reputation as a niche sector, said Olaf Schmidt, organizer of the Ethical Fashion Show in Berlin.

Growing consumer interest is underlined by the number of brands showcasing their wares at the Ethical fashion show at Berlin this year. The number has increased to 116 from 36 when the show was launched two years ago. Last year witnessed 85 exhibitors. The January 14-16 show, part of Berlin fashion week, features brands which use organic cotton, wool and bamboo or alternative materials such as recycled leather and plastic, and pledge to improve pay and conditions for farmers and garment workers. 

Recent market research by Mintel shows consumers seek quality over price when shopping for clothes in Britain, France, Germany, Italy and Spain. Mintel said ethical and environmental concerns are strongest in southern Europe. 

Ethicalfashionshowberlin.com