Forward-Thinking Fashion

Evan Ducharme is on the hunt for textile treasure. The Vancouver clothing designer is preparing for an upcoming runway show in a rather unconventional way -- by sorting through piles of used clothing. His goal? To turn 68 pounds of clothing deemed unfit for the North American consumer into high fashion.

The 68 Pound Challenge was born out of a very weighty issue; it's estimated that the average North American discards that amount of clothing each year. Ducharme is working to create 30 new runway outfits from his findings to show at Eco Fashion Week, Oct. 6 - 10.

This year marks the seventh edition of the event, which began in September 2010 and has been staged every spring and fall since. This season will include seminars, industry panels, fashion shows and provocative projects like Ducharme's, all with the intent of highlighting eco fashion as chic.

"Just because it's considered eco fashion doesn't mean I have to alter my aesthetic and my standards," says Ducharme. "I'm not going to compromise fashion at all."

It's a vision he shares both with organizers and a growing number of fashion-conscious, sustainable-minded locals who are bridging the aesthetic gap between beauty and the environment.

Waste couture

As the third-most environmentally damaging industry on the planet, the $300-billion world of fashion is a heavy hitter in the world of waste.

But the appeal of green is on the rise.

"Consumers are becoming so much more aware," Eco-Fashion Week's Ashleigh Said says. "In Vancouver especially, there's an increasing number of vintage and second-hand stores opening up. There's also so much more awareness around what materials clothing is made of, where it's manufactured and under what conditions."

These considerations have make dressing eco a natural choice for many, but insiders say it's the changing design philosophy that's starting to weave these ideals into the fabric of the mainstream.

"Growing up I had this idea that eco fashion was all misshapen hemp clothes and not very fashionable at all," says Ducharme. "But then I came to the city and found the stuff people were making was really stylish."

It's a sentiment echoed by another well-known name in Vancouver's eco-fashion industry.

"I was born and raised here and I grew up recycling and being conscious of our impact on the planet," says local designer Nicole Bridger, whose fashion line is committed to sustainable and socially conscious practices. "Naturally when I was starting my own business I incorporated those values. Care for each other and for the planet."

Bridger will be kicking off Eco Fashion Week with a runway show at Celebrities. The theme, "You Are Not Alone," speaks to the growing number of consumers and businesses creating a movement within the market.

Establishing eco

While the aim of Eco Fashion Week is to increase awareness and promote local talent, it's also about celebrating success.

Main Street's twigg&hottie will celebrate its 10th birthday during the upcoming event. The boutique, founded by designers Glencora Twigg and Christine "Hottie" Hotton, has always focused on stylish, sustainable and local threads.

The anniversary bash is being put on in partnership with Vancity. Green Business manager Maureen Cureton says the shop's success is an example to the industry and to the business community of the growing importance of ecology in the marketplace.

"Highlighting the success of members like twigg&hottie gives us an opportunity to support socially and environmentally progressive business as a part of the broader economy."

It also shows local designers that it's possible to succeed.

"Sometimes you get these wonderful eco entrepreneurs who are incredibly inspired and talented, but they're not thriving on the business side. We want to help enable them to get there," says Cureton.

Cureton says Vancity give businesses some of the tools they need to find success. They in turn help Vancity understand the challenges the trade is facing.

"These businesses are trying to find their place in a world saturated with lower-cost, mass-produced goods," explains Cureton. "Designers are trying to get their wonderful eco-designs into stores, but are struggling to have a fair and equitable part of the marketplace."

She says she hopes twigg&hottie's success will increase the drive for change, and show consumers that it's possible to look good in a sustainable way

Fashion forward

As organizers gear up for the upcoming event, they're reflecting on how much the industry and attitudes have changed.

"People are starting to understand the importance of the cause, and the simple changes they can make," says Said. "We can't all have a direct say in what big oil companies are doing, but we can in the clothing we buy and where we spend our money."

Bridger says she hopes the events of Eco Fashion Week will continue to fuel the discussion.

"Ten years ago people were asking why we were talking about the environment in fashion. Now they're shocked if it's not part of the conversation."

As for Ducharme's quest to unearth fashion gems, his optimism persists.

"I hope people will look at the collection and not be able to believe that it's from Value Village. I want them to look at it and see it for what it is: fashion."