Environment Friendly Armani Jeans
As the world gets more conservationist in its thinking, big fashion houses are becoming more conscious of their responsibilities towards the degenerating environment triggered by modern technology. Eco-friendly products that do not use health harming chemicals at any stage of production, are what Armani is conscious about.
Armani has been among the very first to follow European Oeko-Tex Standard 100 that certifies the elimination of health-harming chemical substances during production. The standard that started in 1995 has become more complex and diversified with time. The year 1996 saw Armani display its first eco-friendly jeans at the Innovations Exhibition at the Science and Technology Museum at Milan. Details describing the process at each stage of production were on display along with the jeans. To ensure reduction in the use of insecticides and weed killers, other recycled materials were used in the autumn/winter 96/97 collections. These included recycled woolen cloth and recycled cross-dyed cotton.
As the younger generation is getting increasingly aware of environmental issues, Armani had its target audience interested in its jeans by introducing hemp to the production process. Hemp that had gone off the fashion producers’ mind, made a come back in men’s and women’s fashion. Hemp is a strong plant that survives tough conditions, and does not require pesticides or insecticides for support. Moreover, hemp efficiently and effectively converts carbon dioxide to oxygen through photosynthesis. After processing, hemp makes a durable and clean yarn that can absorb up to 95% of infrared and ultra violet rays. This makes the fabric cool in the summer months and conversely warm in the winters.
Following the EC directives to develop new industrial ethics, Armani participated in an experiment at the Ecomoda event at the Milan Triennale, where production policies concerning environment improvement, energy saving, and beco-compatible technological advancement were studied.
Armani’s expansion plans include production range in organic cotton free from residues of pesticides and insecticides. This forms part of a fair trade pact with Bolivia and Peru to help resurrect their economy and encourage natural farming. The local farming communities are now growing cotton through natural methods replacing the growth of harmful produces such as cocaine.
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