My mom used to be a hot yoga teacher and now practices yoga on a regular basis, so I am often introduced organic forms of consumption, considering yoga generally instils oneness with the Earth and other beings, etc. Although Lululemon is popularly associated with the practice of yoga, we came across another company who specializes in the fabrication of fitness apparel called Salts Organic Clothing, based in Victoria BC. The clothing can be purchased at various locations in BC, Alberta, Saskatchewan, New York City, or online. On the company's "About" page, they discuss the use of salts in ancient cultures as preservatives, and chose the name to communicate the importance of preserving our Earth. The clothing is said to be made of "hemp, organic cottons, soy, merino wool and other natural fibres," which is locally made in a sustainable manner, supporting Fair Trade and Eco Fashion Manufacturing.
In 2010, marketers sent a new message to consumers, insinuating an "it's not us, it's you" attitude according to Neff, Steinberg, and Zmuda (2010). They discuss the idea that advertising is shifting its focus to consumer behaviour, which links to Salts business model as it encourages consumers to base their consumption on "green" ideals. Rather than bashing current buying trends, Salts takes a more positive approach, placing the responsibility on the consumer to make the right decision and buy a locally manufactured, and eco-friendly wardrobe. Similarly, the authors note the Sierra Club CEO's opinion that, marketing is now "about taking the journey along with the consumer," and involving them in the decision to lead a greener lifestyle (Neff, Steinberg, & Zmuda, 2010).
Shop green at
http://www.saltsorganic.com/index.html!
Marlee
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