Eco Fashion Label Etrican launches Madison Blvd

Eco fashion labels use materials that are sustainable and also ensure that their manufacture process is kept to minimum damage to the environment.

I came in touch with eco fashion when I was helming a lifestyle magazine. And one of the labels that stood out among them is Etrican because its offerings aren't just green, they're also chic and very wearable.

The two-year old eco fashion label has recently launched a new collection - Madison Blvd - and it's the first woven organic cotton clothing line ever available in Singapore.

Woven organic cotton? I'm sure most of you would be scratching your head wondering what is is (I did). According to Etrican's designer, Yumiko Uno, the fabric is denser than organic cotton, more crisp and more durable. Because of these qualities, the pieces tend to look more elegant.

In line with the more polished fabric, it's no surprise that Madison Blvd features a more contemporary and elegant silhouette. The collection draws inspiration from classic and clean looks of early 60's New York. Each piece in the collection is also named after an iconic personality of the 1960s.

Here are my favourite looks:

I can definitely wear this to work.

Perfect for an afternoon tea on Sunday.

Shopping with the girls.

Madison Blvd pieces range in price between $41 and $69 and can be purchased through Etrican's online store at www.etrican.com and at selected retailers such as CHOOSE by Olive Ventures at 26A Sago Street, S059021.