IS GREEN THE 'NEW BLOOD DIAMOND'?

 looking at the world today especially in fashion industry the colour  green is constantly linked with ethical fashion. this is quite understandable because  green is linked with plants and erases any linkage with the fierceness of   animals but this is not all there is to ethical fashion.the term ethical fashion is a new approach of fashion with conscience (Joergens 2006)  The principle involves  sourcing  garments ethically while providing good working standards and conditions to workers as well as to to provide a sustainable business model in the clothes country of origin.

This days going green it more than just a  responsibility. it is now a branding strategy and a fashion trend.

  Brands today use the words eco, green, sustainable  and ethical fashion in their branding and marketing strategies(Beard 2012 ) . As such its seems that some  fashion brands see this as another golden  opportunity to make more money rather than an avenue to take responsibility. just like how  some governments are constantly accused of helping developing countries because they want to take away their resources like gold and diamonds.  In comparison to the food or cosmetics sectors, the fashion industry has to an extent, been seemingly lackadaisical in its embrace of tackling dilemmas relating to the environmental and human costs of its impact on society( Beard 2012 ). so this raises question if green fashion is just another trend which aims to take over the place of fast fashion .it seems this idea may not see the light due to its high cost  .