NEW YORK — To market, to market.
Designers & Agents is increasing its commitment to sustainable brands by launching the D&A Green Market this October. It will be unveiled during the Los Angeles spring market Oct. 17 to 19, alongside D&A.
The move to bring all “green” vendors under one roof was triggered after the fourth installation of D&A’s Green Room. Unveiled in honor of Earth Day two years ago, the Green Room offered a mix of collections, installations and educational information in an open environment without strict booth separations. The initiative received a large amount of interest from vendors and buyers, according to show producers Ed Mandelbaum and Barbara Kramer.
D&A has also been growing its number of green vendors with a special “Green Leaf” initiative that identifies designers who are at least 25 percent sustainable in their collection.
“This last go-around, it was unbelievable how many designers had gotten into it,” Mandelbaum said. “There is a need for those designers to have a venue they can be proud of.”
According to Kramer, the Green Market will be located on the same floor as D&A but will have its own identity with its own criteria for vendors.
Like the Green Room, the market could include educational areas, community-based businesses, home furnishings and beauty alongside fashion. Mandelbaum said he could envision 30 to 40 vendors participating in this stand-alone area.
“We are bringing them opportunity to buy fashion, to have a discussion with an expert in the sustainable world, to view some product that they may have a space for in their shop or want to know about for their own personal life,” Kramer said. “We want to create a show for people to walk in and have a ‘sustainable’ experience.”
Earth Pledge and NICE, the Nordic Initiative for Clean & Ethical Fashion, serve as advisers to the Green Market.
The show producers are still fleshing out details, but core criteria will evolve around the percentages of sustainable raw materials and manufacturing processes used by vendors. According to the company, lines such as Edun, Stewart & Brown, Loomstate and Namaste Green House have already expressed interest in showing at Green Market.
This story first appeared in the July 1, 2008 issue of WWD. Subscribe Today.
The plan is to bring the concept to New York, and while no details have been hammered out, Kramer said it could happen as early as the next February edition of D&A.