The Organic Exchange based out of Berkeley, CA, released their Organic Exchange Organic Cotton Market Report 2007 last week during their 5^th Annual Conference in Monterey, CA, indicating that consumer demand is on the rise for organic fiber clothing, particularly cotton.

According to the report, global retail sales for organic cotton products increased 85% to $1.1 billion in 2006, up from $583 million in 2005, and are projected to increase 83% to $1.9 billion by the end of this year with projections that the market will increase to $3.5 billion in 2008, up to $6.8 billion by 2010. Interestingly, the top 5 companies identified by the Organic Exchange using the most organic cotton last year were Wal-Mart, Nike, Coop Switzerland, Patagonia, and Otto (Germany). Woolworth’s in South Africa and C&A in Belgium have also stepped-up and predictions are that they may be in the top 5 when reports come at the end of this year. Other predictions include H&M and Target on the rise.

As we’ve noted at Label Networks, especially in our Humanitarian Youth Culture Profile Reportsand recent Streetwear Fashion Business Report, when it comes to organic apparel, young people are far more educated about such differences in product than many brands and retailers think. As our expert in denim reported in our Streetwear Fashion Business Report, “Many companies are doing [green] because it's trendy. If you are a new brand and organic is a part of your beliefs and philosophy then yes, by all means go that direction. If it's not a part of your core being then don't do it just because it's popular. The real truth is that organic is the future. Unless you start to live this way of life, you are subjecting yourself and the planet to harm.”

In our Humanitarian Youth Culture Profile Report, 92.7% of 13-25-year-olds in North America are concerned about the environment. When asked are you more likely to consider a brand that donates a percentage of profits to a non-profit, 64.5% say Yes and 30.9% say Maybe. Only 4.6% say No they would not consider it. As results clearly illustrate, the timing is now to tap into green marketing opportunities and trends to make a difference, not only in the North American youth culture landscape, but also towards effecting markets globally—all the while increasing potential brand credibility. 

In each of our presentations at MAGIC Fashion Trade Show in Las Vegas, we also dedicate a section of our Global Youth Culture Street Fashion Trends topic to the impact of organic cotton, hemp, and bamboo programs and impact on fashion, design, and consumer opinions. Not only has design improved among street fashion brands using alternative sources of textiles, but consumer knowledge among youth culture has too. Brands such as Arbor, the Seed Project from Etnies, Planet Earth, Keep sneakers for women, EDUN, Loomstate, Stewart & Brown, Livity Outernational, Levi’s Eco—EKO Sustainable Textile Certificate (RedTab and Capital E), Simple’s Green Toe, Volcom Verde, Del Forte, Howies, among others have opened the floodgates to an alternative sources of materials in street-inspired fashion.

For brands moving into this marketplace, considering at least one line of organic materials will be essential towards capturing future generations.

For more information or subscription inquiries about the Humanitarian Youth Culture Profile Report or Streetwear Fashion Business Report ’08, contact info@labelnetworks.com; (323) 630-4000. Label Networks will also be presenting at the MAGIC Fashion Trade Show, February, 13^th at 1 p.m.in Las Vegas. Pre-registration is required. Contact info@labelnetworks.com for more information.