Trends: Fashion First – Eco Second

There is a new trend in Eco fashion and the focus has shifted to be fashionable first – understanding that it’s fashion that sells, for the most part people will buy something because they like it, they can afford it and if it’s eco friendly that’s just a bonus.

Leju‘s latest Spring Summer 09 collection shows us the continual need for eco fashion that is fashion/ trend lead. Leju are now combining "Vegetable Ivory"  with sterling and semi precious stones. They are using their South American manufacturing techniques and fusing them with a more European style. The is very tactile and smooth – it’s hard to believe it’s a nut!


LeJu is stocked in over 175 boutiques and galleries throughout the UK and Europe and is available from several on-line boutiques.

FYI: What is vegetable Ivory? The seed is harvested from a palm tree species called Hyphaene Phytelephas, found in the Amazonian rain forest. Vegetable ivory resembles elephant ivory in both colour and hardness and is the only 100% sustainable alternative. Tagua is another name for the seed or nut, and the rich colours are created by staining and dying it with natural plant extracts and oils.

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