April 29, 2010

Hermione Granger goes Green (photos)

Emma Watson’s new Organic, Fair-trade Ecofashion Line

We’re the last in the world to report on this, but I’m not a big fashion boy…I’m just a big eco-responsible fanboy, and a Harry Potter faniac. Enjoy:

Via Ecouterre:

Chockfull of breezy, youthful fare that is a far cry from her dour Hogwarts cloak, Watson’s “Love From Emma” line offers organic cotton jersey tees, sustainable knitwear, and recycled accessories designed to appeal to her teen demographic’s sense of cool and conscience

“Love From Emma,” which is due to hit stores in late February, is aimed squarely at Watson’s adoring-fan demographic: 16-to-24-year-olds. With Watson serving as creative advisor, the People Tree collection will include 26 styles for women and 15 for men, as well as a selection of accessories. In addition to the usual suspects (jersey T-shirts, dresses, woven skirts, trousers, knitwear), the line will include Bohemian hand-embroidered bed throws, slouchy banana-fiber beanies and headscarves, and jewelry made from recycled candy wrappers.


To Watson’s credit, the collection isn’t your ordinary celebrity vanity line: Not only will “Love From Emma” use 100 percent organic and fair-trade-certified cotton, but it will also be stitched by fair-trade groups using hand-weaving, hand-knitting, and hand-embroidery techniques.

“I wanted to help People Tree produce a younger range because I was excited by the idea of using fashion as a tool to alleviate poverty and knew it was something I could help make a difference with,” Watson is quoted as saying in a press release. “I think young people like me are becoming increasingly aware of the humanitarian issues surrounding fast fashion and want to make good choices but there aren’t many options out there.”

…for the rest, click over to Ecouterre.

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