Organic and fair-trade have become buzz words in the garment decoration industry of late, says B&B Leisurewear (BBL). But with more and more companies ‘jumping on the bandwagon', customers are confronted with a wide range of expressions all suggesting high environmental and ethical standards, it says.

Bella believes awareness of organic and ethical issues is growing and that customers have a good general understanding of most of the terms associated with these areas. However, it doubts whether the majority of consumers really understand what organic cotton and fair trade regulations comprise in detail.

The industry can't fail to have noticed the impact of Earth Positive's range of carbon-neutral garments launched earlier this year - organic and ethical clothing manufactured solely using green renewable sources.

Over the last year the Green movement has exploded, says Epona. There has been a staggering amount of media coverage and a rise in awareness of the different types of ethical clothing available. Many people now think about where their clothes come from and recognise that their purchasing decisions can directly impact the lives of workers in developing countries.

Just Hoods by AWDis, which launched in January this year, says it is committed to environmental and ethical considerations in all matters including production of its garments. 

The organic/ethical market is still a bit of a minefield, says Mantis World, and although awareness has increased, people are still quite confused by the various terms and the relative merits of organic, Fairtrade and fairly traded clothing. 

As newcomers to this sector, Orotoro says it has found it a challenge trying to communicate to its customers what organic means, its implications and benefits. It has tackled this problem with the launch of its sister website, www.live.orotoro.co.uk.

Although there is still confusion customers are becoming more educated about the organic sector, says distributor Quayside. "Organic and Fairtrade product is available on the high street and people are becoming more aware and gaining greater understanding of the issues," it says. "Press articles and television programs like the Blood, Sweat and T-shirts are clearly bringing the subject to the end consumer."  

Andrea Charteris, PenCarrie's customer services manager, believes most people now understand the difference between organic and Fairtrade classifications. "Some may stop briefly to clarify in their own minds which is which - and whether it is organic or Fairtrade clothing that their customer is more interested in - before we talk through the different brands and styles available," she says.

Prestige Leisure has increased the amount of organic and Fairtrade clothing in its range for 2008. However, customer demand has not been as high as expected for 2008 and Prestige is hoping to see a marked increase in sales for 2009. 

In recent years consumers have become more conscious of the products they buy and want to know they can trust the businesses that produce them. Ralawise is noticing an increased demand for Organic and Fairtrade products, and offers brands such as Okarma and Wombat who provide organic and Fairtrade products for this niche market.

Fairtrade is big news in 2008. The Fairtrade Foundation is predicting a 50% increase in sales of Fairtrade cotton. This will result in an estimated eightfold increase in sales from £6 million in 2007 to £45 million in 2008. Sales are likely to exceed even this estimate as high street retailers, supermarkets and promotional clothing companies are all gearing up to significantly increase the amount of Fairtrade cotton they sell.

Sales of organic cotton are set to triple to $2.6 billion at the end of 2008 from its current $900 million level as retailers and brands make significant new commitments to sustainable textile and apparel production - that's according to findings from the recent Organic Exchange conference.

It is easy to become confused by and suspicious of the proliferation of ‘ethical’ claims by manufacturers about textiles, and T-shirts in particular. Eco-friendly, green, sustainable, organic, 100% natural, azo-free, fairly traded, Fairtrade, ethically traded... What does each mean exactly, what difference do they make, and are they legitimate? Continental Clothing’s Philip Charles gives an abridged version of the PAN UK guide My Sustainable Tshirt, which provides a clear explanation of each to allow you to decide what is genuine.

Ethically produced clothing is not a passing fad. High street clothing giants such as Marks & Spencer, H&M and Topshop are publicly committed to increasing the number of fair trade and/or organic cotton garments that they offer.

Over the last few years, the rise in popularity of organic cotton clothing has been unprecedented. As a result of increased global concern about environmental issues, a spotlight has focused on the garment industry in particular, which has long been criticised for its often non-environmentally friendly and unethical production methods.

The organic cotton label by Continental is a stock collection of the highest quality blank garments produced in 100% pure, organically grown cotton. It is certified by the Control Union World Group, to the Organic Exchange 100 guidelines and the Skal International Standards for sustainable textile production, which verifies conformity with organic regulations of Europe, Japan and the US.

The UK’s only dedicated supplier of environmentally friendly business incentives has launched a new range of organic t-shirts.

Eco Incentives’ Bamboo T-shirt is manufactured from naturally sustainable bamboo – a light and almost translucent yarn that feels like silk but with the practical advantage of being machine washable. This fabric is gaining popularity in the fashion world and is ideal for promotional campaigns, says Eco.

Fairtrade is a real buzzword for 2007 with everyone from Topshop to Razorlight getting involved, says Epona. But there is still a lot of confusion about what Fairtrade actually means and a scepticism surrounding price, quality and the authenticity of Fairtrade products.

In 2005 Mantis World launched its 100% certified organic cotton collection – Tender Loving Clothing (TLC) – to the printwear and promotional market, through mainstream distributors.

PenCarrie stocks organic cotton clothing from new ethical brand Okarma, whose collection of three staple designs – a men’s tee, a ladies’ fitted tee, and a unisex polo shirt – have been available since February and are selling well.

In recent years public awareness of ethically sound products has been heightened. Consumer buying habits have changed, with more people choosing to shop for Fairtrade products. Individuals are now doing their bit to try and stabilise the long term future of our planet.

It has become a top priority for corporate buyers, and individuals, to buy from suppliers who demonstrate that they care for the environment and look after people whose livelihoods depend on farming and manufacturing.

Saf has been supplying organic cotton clothing to the promotional market in the UK for almost two years now and says it has seen the demand for organic cotton grow consistently over that period.

Since the start of the new millennium, our collective conscience has pushed forward notions of Fair Trade and the ‘benefit’ of organic products, says UK Leisurewear.

Being part of an industry that produces thousands of garments a day this seems a positive step forward.

Sandbag is an established UK ethical clothing brand – although you might not know it as, until now, it has worked behind the scenes to supply socially accountable clothing for recording artists, charities and NGOs.

Wombat has produced three products for women in 100% Fairtrade certified cotton in response to growing consumer concern over how products are produced.