GenQ - For the not so straight individual

WELL, We've seen celebrity collections so why not? Organic Clothes
seems to be highstreet giant H&M's latest gimic. Or is it more than
that? On it's website, the Swedish clothing retailer claims that one of
its main aims for 2007 is to use at least 100 tonnes of organically
grown cotton in selected garments.

H&M has been setting trends on the high street for a few years now,
both in terms of what shoppers are wearing and what sort of direction
retailers are going in. Recently we've been bombarded with celebrity
collections. Madonna and Lilly Allen ranges for H&M, Kate Moss for
Topman and more. Now it seems as though the urge to be more green has
seeped through into the ethos of the store chain, hopefully with more
success. We live in a time when people are, quite rightly, starting to
think more responsibly about what sort of state the world will be in a
few years down the line. The grim prophesies of doom that we hear on
the news all the time are probably mostly exaggerated, as in all other
times, but logic still tells us that if we keep exploiting the world
bad things will happen.

The vast majority of the world's cotton is still produced in the way
that it was in the 1930s. The crops are grown in over 60 countries
world wide and are especially susceptible to insect attacks.
Therefore, producers use large quantities of toxic fertilizers and
pesticides to try and protect their crops. Cotton production is
responsible for 25% of the world's total pesticide use. The chemicals
that are sprayed over the plants can seep into the soil and enter
water sources, polluting other crops and rivers. It is thought that
around 20, 000 deaths per year in developing countries are down to
pollution caused by pesticides, which can badly damage the skin and
may increase the risk of cancer. Cotton production is undoubtedly
responsible for a large proportion of these deaths. Organic cotton
production still only accounts for a tiny percentage of the total
harvest.

Clearly, organic cotton is the way forward. Certified organic
production of cotton eliminates the use of harmful chemicals, which is
much better for the environment regardless of the size of the crop. So
is it a good thing that H&M are undertaking this pledge to use organic
materials? Well, yes. Lives can be saved and damage to the environment
can be prevented. The clothing retailer has promised that they will be
working organic cotton into their garments. However, is this a sincere
attempt to help the earth or simply a feeble attempt at being green?
So far the clothes company has said that they will only be using the
organic cotton in "select" pieces, which probably translates to not
many. No doubt they have one eye on the cost of going organic, which
is understandable but shows a lack of true commitment.

Interestingly though, the company has signed up to Organic Exchange,
which is an organisation dedicated to encouraging organic cotton
growing. The company also plan to release a collection made with only
organic cotton. Through the Better Cotton Initiative they are also
looking into ways of improving conventional cotton growing methods,
which could help to reduce pollution. It seems to me as though they do
have plans for a long term commitment to the cause.

So the only question remaining is whether other high street giants
will follow in the footsteps of H&M. I certainly hope so because it
will be beneficial for everyone- the workers, the shoppers (though
maybe only in piece of mind) and the environment. The fashion industry
can be responsible after all.