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Sunday 15th of April 2007 05:46:57 PM

The Sundance Channel, which was founded by actor and environmentalist Robert Redford, will begin showing a new programme called ‘The Green’. The programme will feature documentaries and advice on how to protect the environment. The programme will also feature promotional Clothing manufacturers, auto manufacturers, and other industry leaders and how they are making a difference for the environment.

"(Sam's Club, part of Wal-Mart) put organic T-shirts next to regular T-shirts. The organic T-shirts were $2 more — plain white basic T-shirts — sold in two days. The white ones were still sitting there a week later. People do want organic. They understand it's better for us, it's better for the environment, and it's better for our kids,” said Linda Loudermilk, an environmentally friendly fashion designer who will be featured on the programme.

While many of these environmentally friendly fabrics are available, they can be very expensive. In order to show the practicality of using organic fabrics in promotional Clothing, ‘The Green’ will show a large range of styles and prices. “Organic silk is about four times the price of (regular silk), so nobody uses it in the marketplace because nobody will pay for it. Cotton is, of course, natural, but it's drenched in pesticides. Our skin is our largest living organ. We don't realize how many chemicals our skin is absorbing by the clothing that we are wearing every day. Especially when we sweat,” said Loudermilk.

With a growing number of celebrities, politicians, and others trying to raise awareness for organic fabrics, consumers are also becoming more aware themselves as to the impact people have on the environment. “I don't view environmentalism as adhering to a particular (political) agenda. I think increasingly across governments, whether you look at what Arnold Schwarzenegger is doing here in California, USA to nonprofits, to people in civil society, we really are realizing that there is a tremendous amount of environmental degradation and we need to be doing something about it,” said ‘The Green’ host, Simran Sethi.

(c)John Boyer, www.sxc.hu