As many of you will have noticed there has recently been a huge upsurge in the amount of ethical, organic and fair trade clothing options that are now available on the UK high street.

As we flagged up during Fairtrade Fortnight, Emma Watson of Harry Potter fame seems to be at the centre of this increase in interest.

Emma, however isn’t the only celebrity to lend her name to ethical ranges, Fearne Cotton, Alexa Chung and the Geldof sisters are just a few of the names that have developed ranges for big high street names and smaller organisations over the last few years.

Whilst these collaborations may be small scale, the ethical fashion industry was given a huge boost earlier in the year as retail giant ASOS.com, launched its new Green Room. The room is dedicated to “collections with a story to tell: pioneer brands with a social and environmental ethos”.

The pages include Emma’s range for Shared Interest customer, People Tree along with collections from other ethically minded designers and brands.

The Green Room also includes the recently launched ASOS Africa which the website claims was inspired by their time working with handicraft producers in Africa. The range is made by community groups in the Kenyan town, Ukunda, under the stewardship of SOKO, a non profit agency which ensures skills training and fair pay for its workers.

Whilst they are not Shared Interest customers it is great to see these products in the spotlight in the UK, hopefully it signifies the end of the Primark generation and a move towards more ethically conscious consumers. A grand wish but maybe one day we’ll get there.

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