| Soy, seaweed and bamboo. No, it’s not a trendy new salad but the raw products of an emerging eco-fashion industry in Canada – garments that are being made from fibres that at least one major retailer claims are more environmentally friendly.
In the past, those concerned about the environment might choose clothing made from hemp. A natural fibre that wears extremely well, hemp clothing has traditionally been only available at small "lifestyle" shops such as Hemporium, located on 17 Avenue S.W.
"It wears like iron and lasts forever," says Hemporium owner Tim Person, as he slips on a hemp hoodie.
He adds, "But to tell you the truth, no one gives a shit about hemp."
Although Person may have been correct in his assertion until now, that’s all beginning to change due to a national retailer that is taking considerable interest in consumers who have a growing fondness for all things natural.
Lululemon Athletica, known in Canada for its yoga gear, is set to start selling a line of products from Oqoqo (pronounced "oh-ko-ko"). The green-loving sister company to Lululemon, Oqoqo was previously orphaned in a Victoria, B.C. location.
Now, according to Yolanda Fonda, an educator who works in the 4 Street S.W. Lululemon outlet in Calgary, Oqoqo products promise to be 75 per cent natural, organic or sustainable, and will soon be available in this city and at other Lululemon stores across the country.
"We want to get into more natural products," she says. "We want to be more sustainable as a company."
As an example of this, Fonda pulls out a BBB (Beyond Belief Basics) Classic, a T-shirt that’s made of 70 per cent cotton, seven per cent spandex and 23 per cent sea cell.
Lululemon describes sea cell as a "cellulose fibre combined with seaweed." It’s also marketed under the name Vitasea, containing marine amino acids, minerals and vitamins which release into the skin upon contact with moisture.
Not only will you no longer be wearing as much cotton, but Lululemon claims your BBB will also prevent your skin from drying out and promote "skin cell regeneration."
Other fabrics that Oqoqo is promoting include "Boolux," a mix of bamboo/lycra and "Soyla." Soyla is a soy blend that the company describes as "vegetable cashmere."
"People want more natural products," explains Fonda. "People want more sustainable products."
And just when you thought hemp might have been completely overlooked in this new world of fashion – except by those who frequent stores that sell cannabis-related products – Oqoqo is offering a line of clothing made using a blend of hemp and organic cotton.
Meanwhile, back at the Hemporium, Tim Person is content in knowing that for more than 11 years he’s been selling clothing made of hemp and that finally, at least one of Canada’s major fashion retailers is also starting to sit up and take notice of natural fibres.
"It takes someone with a national presence to make it worthwhile," says Person with a shrug of his shoulders. |
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