With the global movement to “go green” in full swing, with everything from Earth Hour, to organic produce, it was only a matter of time before the fashion industry followed suit.

Fashion’s latest step to living harmoniously with the hip, tree-huggers of the world, manifests itself in a little, eye-catching online magazine.

Thread: Fashion Without Victim, which is a branch of bbc.co.uk, uses bold, 80’s inspired colours and dynamic, attention-grabbing, photographs to attract the targeted young, fashion-conscious readers.

The site is working to promote “ethical fashion,” which is, in essence, “fashion that has been made, worn, and passed on in a way that looks after people, animals, and the environment.” Thread covers multiple facets of ethical fashion, from organic cotton slogan tees and shopping totes made from recycled juice packs, to helpful hints on how to check whether your favourite brands are indeed, fair trade and eco-friendly. This is all done while Thread keeps in tune with traditional fashion magazines by covering current trends and styles, like urban, boho, tribal, and nautical.

Blood, Sweat, and T-shirts – the site’s current main feature is a string of videos which chronicle six fashionistas as they experience life as a clothing factory worker in India. It is featured articles and videos like this that truly set Thread apart from your average fashion magazine.

“Ethical fashion is becoming cool in its own right,” and Thread thinks it’s about time people take notice.

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Kate
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