Have you ever thought about how many cheap, flimsy umbrellas are discarded every time they blow inside out or come adrift just when you need them? How many times have you seen an abandoned umbrella lying in a wet and crumpled heap in the gutter? It’s something that Pamela Zonsius pondered and then she decided to apply her skills to the problem and developed the world’s first biodegradable umbrella.

Named the Brelli, Pamela’s stylish creation was inspired by the simplicity and Zen-like quality of oriental design. The Brelli has a sturdy handle and an intricate frame crafted from sustainably-harvested bamboo—a naturally renewable resource. A clear umbrella hood lets you ‘see’ and ‘be seen’, because who lets a little rain get in the way of showing off that fabulous (fair trade and organic) outfit? Fusing fashion with the latest in technology, the Brelli’s patented design features a certified biodegradable plastic canopy. This material has a unique chemical composition which allows it to completely biodegrade in landfill environments. Unlike conventional plastic, which takes hundreds of years to break down, the Brelli’s bio-plastic canopy is certified to fully biodegrade in one or two years. What’s more, the gases released during the degrading process can be harvested to generate electricity. So more than 90% of the energy used to create the Brelli could thereby be recycled.

For the environmentally conscious fashionista, the world’s first eco-chic umbrella is a must-have. The Brelli is currently only available in a few select shops in the US (see the Brelli website for details), but the good news is that it’ll be available online from January 2008, so shipping policy dependent, we can all have one.

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A groundbreaking report from WWF-UK has been released today, entitled “Deeper Luxury – quality and style when the world matters”. The report analyses luxury brands’ social and environmental responsibilities, performance and opportunities. Jem Bendell and Anthony Kleanthous, the report’s authors, sent me a synopsis:

“The issues facing luxury goods companies are numerous. They include concerns over human rights, conflict, corruption, labour rights, and environmental degradation throughout their supply chains, as well the trade in wildlife. The opportunities, on the other hand, are huge, if you happen to be a “sustainable” luxury brand.

Luxury brands promote concepts of quality, style and, ultimately, success. The scale and urgency of the sustainable consumption challenge requires all those who communicate widely, including iconic brands, to promote a more authentic understanding of quality, style and success, which includes respect for each other and the planet upon which we depend. In reality, the most successful and iconic brands, especially in the worlds of fashion and technology, do not so much respond to consumer demand as create and influence it. They do this in two ways: by “editing” consumer choices through product design, distribution and other attributes over which consumers have no control; and by influencing the choices that consumers can make, such as how and when to use their products.

Although more research is required, there are signs that the notion of “luxury” is beginning to change. In future, the highest quality product or service will be the one that generates the most benefit to all involved in its production and trade. Consumers’ knowledge of that benefit – and even the prestige they gain from it - will be central to their luxury experience. Luxury brands will have to represent the greatest positive contribution any product or service could make to people and planet: they would indicate that a person using them has the means and the conscience to contribute greatly to others while enjoying the best performance and beauty available. This deeper, more authentic approach to luxury will require not just more corporate responsibility, but true social and environmental excellence. Anything less might be regarded as shallow, perhaps almost as fake as the counterfeits.

The luxury industry professionals have an amazing opportunity. With booming sales and high margins, and an emphasis on consumer emotions, they have both the resources and the mandate to develop a deeper, more authentic and sustainable luxury.”

The WWF-UK Report “Deeper Luxury: Quality and Style when the World Matters” is available for free at www.wwf.org.uk/deeperluxury

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Although somewhat dubious, there is an argument for the ethical shopper to visit Primark: with the often stupid amounts of money saved on their goods, you can put more into your fund for the groundbreakingly green products that are inherently more expensive; things like Worn Again shoes.

So it was with a sense of conflict that I decided to venture into the Primark flagship store yesterday, reminding myself of the above argument but ultimately aware of its desire to join in the fun and bag a bargain. But, at the back of the store, a little bit of internal peace could be found: Primark have launched a range of organic cotton sheets and pillowcases! This complements the organic cotton tees, boob tubes, bras and briefs already on sale.

Organic cotton’s a fantastic thing to support, not just to benefit yourself by having something pesticide-free against your skin for a change, but also because it’s a huge help to the environment, health and livelihoods of those in developing countries. Organic farming maintains the quality of the soil, whereas pesticides strip it of its nutrients. But the really shocking fact is that 20,000 farmers die every year by ingesting the pesticides as they spray. If you want to find out more about the effects take a look at this.

Priced at £8 for a fitted double sheet and £4 for a pair of pillowcases, they’re really quite reasonable, and rather attractive in their natural cotton colour, although it seems they’ve still been dyed. But it’s great to see them taking the issues seriously. And of course, as well as supporting high street ethical fashion by voting with your wallet, you can have even more positive influence if you ask to speak to the manager and tell him how pleased you are, or drop them a line at enquiries@primark.co.uk.

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