GOING NATURAL

Manufacturers are returning to their roots with natural fibers that spell “social responsibility.” With the environment a big topic of conversation (global warming anyone?) companies are trying to appease the earth, and their customers, with a show of support for what comes natural.

For starters many apparel brands are turning to organic cotton to make products. But even within this strict category, critics are saying that organic and non-organic cotton has the same sustainability. (I say there are more important things to argue about in the world today).

Growth of organic cotton has surged in recent years. According to the Organic Trade Association, 6,577 acres of organic cotton were planted in the U.S. in 2005, up 62 percent from the 4,060 acres planted in 2003.

Growth has been even more explosive in the retail sector. According to the Organic Exchange, a nonprofit that supports organic goods, global retail sales are expected to reach $1.07 billion in 2006 and are forecasted to reach $2.62 billion by 2008. .

Apparel brands are responding to increased acceptance of the organic message among consumers. "Companies are starting to realize the tipping point has arrived and that people want organics," said Scott Hahn, co-founder of Loomstate. "It's a big transition. The smarter the consumer gets, the more discerning they are getting, even at the lower-priced stuff."

Most brands are using organics based on its marketing as a process that has a lower impact on the planet, despite a lack of long-term studies and data that prove this.

What does this mean to you in the Headwear Business? It means you should be aware of your customer’s fixation with saving the environment. If you are using sustainable fabrics, let the media (and your customer) know about it. Now is the time to create a marketing campaign that attempts to save our natural resources. Even a kitschy cap with pictures of trees and oceans would be great. Also good: irreverent sayings about the earth on pork pies and ball caps.