A potential threat of the natural evolution towards using eco friendly materials, energy, manufacturing processes is the association between eco awareness and fashion trends and items. As fashion has a come-and-go-characteristics after each season, i believe the association of ecology awareness with it will only bring upon ignorance and a shallow understanding of the real issues, but when eco fashion will go out of trend so will all the awareness they tried to create, even more creating a negative impact on the real cause as people that aren’t fashion oriented will give the eco trend the same believability as they give to fashion, as something shallow and unimportant. There has to be a clear separation that buying organic cotton clothes has nothing to do with stopping pollution, or wasting Earths resources.
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