Marketing fashion products made from recycled materials

The world's oceans contain all kinds of rubbish, particularly plastic that pollutes and never decomposes--and fishing nets that have been thrown away. Now companies are turning ocean rubbish into 'green' clothing and accessories, stylish as well as a good path to sustainability. Consumers appreciate being able to make a difference through their purchases, the companies seek to accomplish societal objectives and the planet gets a little cleaner in the process.

Some brands are working with the nonprofit Parley for the Oceans to build awareness of the threats to ocean life and reuse discarded plastic in new products. Stella McCartney created a fashion collection based on recycled ocean plastics, for example, and also uses recycled nylon and polyester in fashion items. The sunglass brand Clean Waves markets products made from recycled ocean plastics, again in partnership with Parley for the Oceans.

The fast-fashion retailer H&M is buying nylon made from recycled fishing nets (from Aquafil) and turning it into stylish clothing. This partnership increases education about the challenges of ocean pollution and also showcases H&M as a firm actively working to improve sustainability.

Watch for more such partnerships as consumers increasingly seek out brands that are transparent about ethical sourcing and active in pursuing societal objectives.