Some people view fashion as shallow, but they might not be aware of the latest endeavors by environmentalists to transform post-consumer waste into wearable art. Ecoist, an online shopping mall for green consumers, has partnered with some of America's largest corporations to turn trash into treasure – and the results are garnering rave reviews.

"We tap into that source of waste because it is reliable, and unfortunately, it's abundant," Ecoist co-founder Jonathan Marcoschamer said. "We believe that for the next few years, there's going to be a significant amount." – CNN

Misprinted and discontinued packaging is part of the 7.6 billion tons of waste produced by American companies every year, and Luna Bar, Aveda and Coca-Cola are a few of those companies who want to remedy their bad habits in a uniquely efficient way. Ecoist handbags, made from the discarded packaging, are popular not just because they benefit the planet, but because they are actually stylish accessories consumers feel good about purchasing. Celebrities such as Petra Nemcova, Lindsay Lohan and Cameron Diaz have been seen rocking Ecoist accessories, and more than 100,000 products have been sold in the past four years. But as the popularity of eco-fashion continues to grow, and more designers are incorporating fair-trade and sustainable goods into their products, obstacles are becoming apparent in the quest for an environmentally responsible wardrobe.

The designers who undertake green fashion still face many challenges. Scott Hahn, cofounder with Gregory of Rogan and Loomstate, which uses all-organic cotton, says high-quality sustainable materials can still be tough to find. "Most designers with existing labels are finding there aren't comparable fabrics that can just replace what you're doing and what your customers are used to," he says. For example, organic and non-organic cotton are virtually indistinguishable once woven into a garment. But some popular synthetics, like stretch nylon, still have few eco-friendly equivalents. "There are not a lot of people making the best green fabrics," says Hahn. "The coolest stuff is tech-driven, and that's what people get excited about." – Newsweek

There are also the legal issues that can arise. Timbuk2, another company turning trash into accessories, had an unfortunate run in with mega-corporation Target. Timbuk2's messenger bags were created from discarded plastic bags, some of which bared the Target logo. Target sent Timbuk2 a cease and desist letter, and the bags with the trademark red bull's-eye were promptly removed from circulation. Overall, eco-fashion is one green endeavor that still needs to prove its long-term worth. It still makes up only a minuscule portion of the fashion industry, and in these troubled economic times, American consumers are more concerned with finding affordable clothing than the eco-friendly sort. But as more designers and retailers dedicate themselves to sustainable fashion, hopefully the choice to go green will eventually be an easier one.