Wednesday, 21 January 2015

Conscious Consumer // ASOS Green Room 'Eco Edit'

ASOS was founded in June 2000 and has since become a global online fashion and beauty retailer, selling over 65,000 branded and own-label products to 240 countries. According to their own website, they are the second most visited fashion website on the planet. So with great power comes great responsibility right? Right. In 2010 The Green Room was launched, a section of the ASOS website dedicated to sustainable fashion and beauty. Within The Green Room, ASOS promotes products that are made by manufacturers who use sustainable business practices.

As taken from the ASOS website hereAll the items sold in the Green Room satisfy the principles of at least one of the following areas of sustainable fashion:


  • Building communities
  • Developing fair trade and alleviating poverty
  • Preserving craftsmanship and artisan skills


  • Addressing climate change challenges
  • Preserving natural resources
  • Removing waste
  • Advancing animal welfare
All of the products sold in The Green Room are also available under their product categories on the website. We highlight them within The Green Room as well, to give these products twice the exposure. We believe that by promoting these products and brands we’ll encourage others to explore better means of production, so ultimately we can provide our customers with an even bigger range of truly sustainable fashion.
ASOS have also created, what they call, 'signposts'. These are situated next to every single sustainable item they feature, providing details on a products environmental or ethical credentials, or both in some instances. The ‘Signposts’ were designed to help customers learn more about the sustainable product ranges available and to enable them to make informed choices about the clothes they choose to buy, also helping to guide those consumers who are passionate about buying fashion with integrity. The signposts to look out for are 'Fairtrade Cotton, 'Made under Fairtrade principles', 'Organic', 'Made in Africa', 'Made in the UK', 'Made in the USA', 'Made in Sri Lanka', 'Handmade', 'Future Fabrics', 'Upcycled', 'Recycled', 'Vintage', 'Natural Ingredients' and 'Carbon Neutral'. You can read about each signpost in a bit more depth here.

The Edit features beauty brands such as Dr Bronner, Yes To and Ren, with People Tree, Made and Tatty Devine representing Fashion, among others. They also have a selection of 'reclaimed vintage' pieces that are made from vintage fabrics and up-cycled original vintage pieces. The team behind the collection trawl markets and warehouses to uncover one-off pieces, then keep it local by giving them a new lease of life in Hackney and Dalston’s East London factories.

It's so good to see such a powerful online fashion retailer promoting sustainable fashion and offering it to a younger audience.. Whereas a lot of ethical and sustainable brands out there often come with a hefty price tag, ASOS appeals to your more budget-conscious consumer, which is great news for those who are eco-conscious too. There are a lot of pieces which are affordable yet stylish too, so you can look good whilst feeling good. 

Here are some of the gorgeous ASOS Reclaimed Vintage pieces that are available and that I can't get enough of:

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