Sustainability named the "new luxury" at the IHT Luxury Conference.

A recent article in the New York Times perfectly depicted how so many Brazilian apparel manufactures, like Beija-Flor Jeans’ own GG factory, have their “eye on sustainable fashion.” Maybe it’s the fact that “41 percent of Brazilians are willing to pay more for a product that consumes less energy,” or that the International Herald Tribune selected Sao Paulo as this year’s host of the IHT Luxury Conference, there is no doubt that Brazil (and its people) are riding on the “sustainable wave.”

This idea of sustainable fashion become the highlight of the IHT Luxury Conference this past week held at Sao Paulo’s HOTEL UNIQUE. Throughout the conference, the energy was very positive surrounding the Brazilian apparel industry’s move to greener practices, and coining sustainable fashion as the apparel industry’s newest luxury. 

Beija-Flor Jeans’ co-founders, Kathy and Emilie, aren’t surprised that Brazil is getting so much rave about being sustainable when it comes to manufacturing. “We knew all along that Brazilians don’t like to harm their environment, and more importantly have so much pride invested in their country’s natural resources,” said Kathy Moca.  “We knew when starting our business that we wanted to focus on creating a jean that offered a great fit, impeccable fibers, and sustainable manufacturing practices. Luckily, all this was found in my father’s hometown of Espirito Santo [Brazil],” said Emilie.

The Beija-Flor brand has been manufacturing their jeans in Brazil since 2005, using both environmentally and socially conscious practices.  The mother-daughter denim duo made it apparent that Beija-Flor Jeans is a friend of the environment with the launch of their Summer 2011 “Eco-Chic” campaign. To read more about Kathy & Emilie’s stand on the environment, and what “Eco-chic” means to the denim duo, click here. 

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