What is Eco-fashion?

I've been having the dilemma of late deciding whether calling Edwards and May and eco-fashion label is embracing enough or does it just sound like green washing like so many other companies do.  Then I found the quote from Livia Firth........ 'call it 'Eco Fashion' if you like, but I think its just common sense.'  

Again common sense is not so common.  So when common sense is against the majority of society when it comes to the fashion industry I guess we do need to stand up and give a clothing brand with (not so common) values a Label.  So until the majority of garments produced are done so with common sense Edwards and May will continue to call ourselves an Eco-Wear label.

Lets keep the conversation going on 'Who Made Your Clothes' and you'll be surprised at how many labels out there are switching to sustainable and ethical production.