But there still seems to be confusion around what all the labels and logos actually mean; like what the difference is between FAIRTRADE, Fairly traded and Fair Wear, and how to tell that a garment, and not just the cotton, has been ethically produced. In spite of this, over 70% of the population now recognise the FAIRTRADE Mark, up from 57% in 2007, which shows a considerable increase in awareness.

The market for Fairtrade clothing is growing at a phenominal rate. Sales of Fairtrade products are now running at £493m. In 2007 just under 9.5m units of Fairtrade certified cotton clothing were produced - an increase from half a million the previous year. Fairtrade and ethical clothing sales have now reached £52m and Fairtrade cotton purchasing is set to rise by 50% in 2008. The Soil Association predicts that sales of organic cotton in the UK will rise to £107m in 2008, up from £45m in 2006. More and more companies, ranging from large distributors, councils, screen-printers and clothing brands, are coming on board and starting to choose Fairtrade or organic clothing.

Despite this increase in sales, there is some concern that the economic situation will impact on customers' abilities to purchase ethical products. Although the credit crunch may have some negative effects, a survey conducted in August 2007 found that 65% of the population agreed that if it was necessary to cut back on their consumer spending, "I would still try and buy the most ethical and environmentally friendly product I could - even it meant paying a little extra." In addition to this, many organisations have made long term commitments to become more environmentally sound, with a huge increase in companies choosing to publically display their ethical policies, and it is unlikely that they they would abandon these policies altogether.

With ethics so high up on the agenda, many customers are becoming more discerning about the products they buy and want the whole process of garment production to be as ethical as possible. The fastest growing ethical product is Fairtrade and organic cotton, showing that customers are not just looking for a token ethical gesture, but want the whole package. This is a very positive change as manufacturers are being encouraged to have a more transparent supply chain and inform customers about how their clothing has been produced. Companies with ethics as at the heart of their business model are likely to stand out, as they will be happy to disclose information about their supply chain.

To cater for the wide spectrum of customers who are now purchasing Fairtrade clothing, Epona has introduced more bespoke products to its range. There have also been developments in fabric production - it has started to produce polos made from pique fabric, woven garments and it was the first company to develop a 100% cotton marl made from Fairtrade cotton. It now has the option to mix the fabrics, for example adding a 5% elastane in the rib to increase durability and improve fit.

As Fairtrade and organic becomes more mainstream, it is vital to keep in line with new trends. Epona has just launched a fashion-led purple hoody for men and women and it has updated its product range to include a new cut women's t-shirt. "Customers now know that a product does not need to be fashionable or ethical and so demand that products are both ethically produced, and premium quality," it says.

Web: http://www.eponaclothing.com/

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