In a short time, green living has dressed up in a cool, sexy image and sells to people who search to spend their bucks to a quality living. For a few years, organic food or clothing was something for wierdos and extremists. What a change. Just, I'm starting to get a bit concerned that the new, cool image of eco fashion, green lifestyle and LOHAS (Lifestyle of Health and Sustainability) is too much targeted at the wealthy, spending consumer. And this concern I hear a lot, not only from environmentalists but also from people working in the communication sector. The marketing succes of LOHAS can also harm the general image of eco as something too exclusive, too expensive, etc.

So, time to break a bit with the eco chic and get organic & sustainable consume into every available lifestyle. A good, refreshing example of Anti-LOHAS eco fashion is the Italian Vegan Label Eblood . The label contains a virbant mix of underground, straight edge, rock and roll and militant veganism. With style.

Eblood Clothing openly expresses it's sympathy with animal liberation and abandons any animal related compoent in the clothing. They also declare themselves solidair with the death sentenced journalist Mumia Abu-Jamal. As LOHAS and organic high end fashion connect to white colours (spiritual, stylish, unbleached, natural, clean, innocent), Eblood connects to the opposite of Black colours: activism, punk, tattoos, etc. Very refreshing, for a change!