…or so it may seem, with retailers and designers clambering for the chance to offer their organic frocks and socks. However, it isn’t easy buying green, at least on the cheap.
With the likes of eco-conscious designer Rogan Gregory offering organic cotton T-shirts for $72 and skinny jeans for $290, or Stella McCartney’s organic undies for $170 – it’s really not that practical for the rest of us who tend to spend about $5 on a pair of knickers.

But, don’t fret, it looks like things are about to change.
With new designers experimenting with materials such as organic cotton, wool, bamboo and lyocell (a fiber made from wood pulp, no less), the fashion industry has embraced the trend and the masses will start to see a new emergence of the lower cost items hitting high streets, en mass, in the near future.

Take Target, for example, who recently launched a collection, which (apart from the polyester-blend bikinis) was also 100 percent organic. The educating of a greater number of consumers is seen as a big green positive. The aforementioned Rogan Gregory has his own line of organic offerings at Target, for example.

Somewhere between the two pricing tiers is American Apparel, which has offered its best-selling items in organic cotton since 2003, for a few dollars more than its regular cotton versions.

However, current thinking is that it’s the likes of WalMart that will ultimately make the difference. The chain has already carrying organic labels and, according to their sustainable textile fact-sheet (yes, they have one!), they purchase more than 10 million pounds of certified organic cotton per year.

So, it appears that both Target and WalMart has latched on to an idea that’s kind to the wallet and the environment.

With public consciousness shifting from what we put in our bodies to what we put on them, mass-market retailers as well as smaller businesses are answering the demand for affordable organic clothing.

“Everyone wants to be socially responsible. If you make it easy for the customer, they will do it.”

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