EU: On the button: Green is this season's colour

Made-By, the ethical fashion agency, launches its campaign to persuade clothing makers and retailers to go green at this week’s London Fashion Week. Harold Tilman, chairman of the British Fashion Council, will be there to kick off the pan-European service, funded by the EU and the Dutch government. Made-By works with firms to source, supply, make and sell clothes in the greenest way. Every year two million tons of clothes are thrown into landfill.

Edun, run by Bono’s wife Ali Hewson (her range is pictured here), is one of the 30 or so companies signed up. All clothes that comply with Made-By’s guidelines carry a blue button.

Made-By, whose chief executive, Nico Roozen, was behind the first Fairtrade certification more than 20 years ago, is already working with partners such as Jackpot, a Danish brand that has pushed profits up by 60 per cent since it joined Made-By three years ago.

As well as a scorecard, the Made-By process tracks sourcing to show that the clothes have not been made in sweat shops or by children.

On Friday the UK’s environment department launched its own campaign to get UK retailers to tackle the impact of “fast fashion” culture and turn the industry green.