Organic Cotton Apparel and Home Textiles Get High Marks in Fashion, Environmental, and Business World

Organic cotton has come a long way.  Produced without the use of pesticides and synthetic fertilizers, production runs of organic cotton have grown dramatically, due in large part to fashion demand and its least environmental impact.

Consumer interest in green and organic products for health and environmental reasons is spurring on the organic cotton and home textiles industry--and the industry is responding, in terms of investments and strategic planning to expand product offerings. This spells big business (see Market Report below).

Big brand names and retailers such as Nike, Levi Strauss & Co., Walmart, Patagonia, and Nortstrom are some of the larger manufacturers and retailers offering organic cotton products.  Paper Cloud of Cincinnati, Ohio, a small, artsy manufacturer of organic cotton and sustainable linen apparel and home products, including pillows, napkins, and lighting shades discovered their eco-fashion niche in hand printing using water-based inks. But, owners Ariana and Matthew Broerman largely chose organic cotton and sustainable textiles to lessen their impact on the environment.  

As Ms. Broerman remarked, “Conventional cotton is one of the most water and pesticide intensive crops to raise. The difference between organic and non-organic cotton (conventional cotton) in the end product may not visible, except to know that organic cotton alleviates harmful pesticide practices.”

Seventh Avenue fashion trendsetter Eileen Fisher has also made commitments to producing organic cotton apparel; in fact, 70% of Eileen Fisher’s cotton is organic. In its makeover process, Ms. Fisher appeals to a younger, hipper, and environmentally conscious customer. 

Patagonia, one of the leading sportswear apparel manufacturers for outdoor recreation enthusiasts is using organic cotton in all of its sportswear products.  Because of conventional cotton’s high agricultural pesticide use, Patagonia switched to organic cotton in 1996. 

The low cost, mass-market retailer, Walmart, offers the organic cotton line of jeans and cotton tops under the brand label, Faded Glory. The Faded Glory sportswear line is produced by private label manufacturer, Greensource, based in Renton, Washington.  Greensource CEO, David Basson is helping to grow the firm’s stake in the organic cotton industry. As Mr. Basson stated in the company's announcement, “We are deeply committed to using organic cotton in our apparel lines and are proud we continued to increase our use of the fiber, even during the recession.”   

Consumer pride may very well come from the display of certified organic brand labels. But in the end, the groundswell of concern for health and the environment’s sake will make further inroads in the fashion industry.  Today’s consumer can make a fashion statement. Perhaps Neil Diamond would rewrite his song to say something like “Forever in Eco-Blue Jeans.”

Market Report

Retail sales for organic cotton apparel and home textile products grew an average annual growth of 40% from 2001 to 2009, according to the 2009 Organic Exchange Market Report. The continued strong market is reinforced by estimated sales of $4.3 billion in 2009, as compared to $3.2 billion in 2008, representing a 35% increase, in sharp contrast to the overall global market for apparel and household textiles, which decreased by 7% in 2009.

Photo credit: Home decor photos, including hand printed organic cotton lampshade and pillows courtesy of Paper Cloud.