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When Meghan Markle stepped out on a recent public engagement in Cardiff, something in the fashion world changed for ever.
Not only was the royal bride-to-be wearing jeans — but jeans by an overtly eco-conscious brand.
Company - Hiut - Denim - Approach - Designs
The (previously) little-known company Hiut Denim takes a sustainable approach to their designs, offering free repairs and encouraging customers to go for as long as possible without washing their jeans in order to make them ‘more beautiful’.
And ever since Meghan wore a pair, the company says it has been inundated with calls. Just to hammer the eco-style point home, she paired her black skinnies with a top by environmentally conscious label Theory, as well as a wrap coat by designer Stella McCartney, who is a life-long eco trailblazer.
Point - Meghan - Princess - Diana-like - Influence
It isn’t stretching the point to say Meghan is already having a Princess Diana-like influence on fashion — and her previous incarnation as a lifestyle blogger means she understands exactly what makes the style world tick. What she wears matters, and her outfit looks set to propel eco-fashion into the mainstream.
And not before time. Until recently, environmentally conscious clothing suffered from an image problem. It just didn’t seem possible to tread lightly on the planet without throwing away your style credentials and submitting to a life of shapeless cotton and tea bag brown.
Time - Time - Store - Cotton - T-shirt
From time to time, a store would trot out an organic cotton T-shirt and no one would care. Sure, there were niche companies online selling vegan shoes and carbon-neutral dresses, but the British High Street was resolutely pumping out fast, trend-led fashion.
Things were ‘in’ this season, ‘out’ the next and none of the big players seemed interested in either the impact of production or what happened to their clothing after customers got bored with it.
Stella - McCartney - Catwalk - Chic
Unless you could afford to pay for Stella McCartney’s catwalk looks, your chic...
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