The primary purpose of a business is to help you attain your personal objectives.  When this becomes the focus, rather than generating an arbitrary income, your goals become magnetic. 

Create a chart like the one here, listing your personal objectives in each category.  Include the annual cost for each.

To calculate your required personal income, you will also need to add your personal income tax to the above total.  Your business needs to generate these funds for you to attain your personal objectives.  Your personal income will be just one of the expenses of your business.  You may want to double this number to arrive at your total business income.

Karen Brunger, AICI CIP, is president of International Image Institute Inc., and provides training and resources to image consultants

www.imageinstitute.com

I have found the #1 reason for “accidental failure” is attempting a niche market that’s incongruent with the consultant’s qualities.  To define your natural niche, create a chart, and complete the responses below for yourself:

Demographics

• Age range: 10 years below to 10 years above your age
• Highest education you have achieved
• Highest level of family income you have experienced
• Industries in which you have experience

Geographics

• Countries in which you have lived
• Places you travel most often
• City or city area with which you are most affiliated

Psychographics

• What you value
• Challenges you face or have faced

 The list that you have made above likely describes the qualities of your natural niche or target market.  Like attracts like!

Karen Brunger, BHEc, AICI CIP is President of International Image Institute Inc. and provides training and resources to image consultants.

www.imageinstitute.com

To help define your services or mission, list as many items as you can under the following headings.

          a.  I really love to:

         b.   I excel at, or demonstrate a skill when I:

         c.   The qualities I appreciate most that I have are:

          d.  What’s important to me is:

Under each list, circle the item that you consider to be most important.

Now you can complete the following statement, inserting the words that you circled.

          My mission is to _____ (insert a)  and _____ (b), incorporating my ____ (c)  in order to achieve _____ (d).

Here is an example:  “My mission is to speak and inspire, incorporating my open-mindedness in order to achieve enlightenment.”

To add more depth, you can also answer the following:

          My greatest life challenge was __________.

          The opposite of this life challenge is __________.

Your greatest challenge is often your greatest miracle.  If in overcoming your challenge you create the opposite scenario, this is your miracle.  The challenge of being the ugly duckling transforms into the miracle of being a beautiful swan.  The challenge of being cowardly transforms into the miracle of being courageous.  Your miracle contributes to your life purpose.

Karen Brunger, BHEc, AICI CIP is President of International Image Institute Inc., and provides training and resources for image consultants.

www.imageinstitute.com

There are four levels of dress for business.

 1:  Formal Business

2:  Business

3:  Business Casual

4:  Casual Business

As a matter of strategy, I recommend that you choose the highest level appropriate for your business and clientele.  You generally cannot make a mistake by dressing a level or two above the style of your clientele, but you certainly can sabotage your success by dressing a level or two below your clientele.

Here’s a brief summary of the levels.

1:  Formal Business.  This look is appropriate for absolute power, authority, credibility and elegance.  The skirt suit is dark, cold and neutral, and worn with a white shirt.

2:  Business. This look is appropriate for a business environment where creativity or individuality is desired.  There is flexibility in styles, colours, and patterns of the suit and top.

3: Business Casual. This look may work for a sporty environment.  A jacket is still worn, but it’s not part of a matched suit.

4: Casual Business. This is an extremely casual look for business.  It is ‘sans jacket’ – just a an appropriate top and skirt or pants.

At any level, the more your use from Level One, the higher your image.  Below are guidelines of what is acceptable for a more powerful look.

Suit

A sharp-looking suit or jacket is the easiest and most effective way to portray power and authority.  The most formal suit is dark, cold and neutral – which means navy blue, charcoal, or black.

The suit should be made of fine wool; I usually look for wool that’s rated at least ‘Super 100’.  (The number indicates the number of fibres per inch.)  Invest in the best quality suit you can afford and that is practical for your business.

The most formal suit is solid in color, but a pinstripe pattern is also acceptable.  The more obvious the pattern, the less professional the image.

A formal business suit is classic and tailored.  Lines that are straight, sharp, and severe hold the most power.  A skirt is more formal than trousers.  Knee-length is the most professional, and a pencil-straight style has more power than a flowing style. 

Top

The higher the contrast between the top and the suit, the more professional and formal the effect.  A white shirt is the most formal.  I suggest choosing a shade that complements your personal colouring, perhaps ice white, soft white, ivory, or cream.  The darker the shirt, the less ‘business’ the look.

If you choose a collared shirt, you need to make sure that the collar of the top does not conflict with the collar of the jacket.   You could also choose a shell. Keep in mind that the lower your neckline, the less professional your impression.

Shoes  

Make sure your shoes are immaculate and in good condition.  They should be made of leather, and reflect a classic, yet updated, style.

A pump – closed toe and heel – with a medium height heel is the most formal choice.  Important: The shoe should match or be darker than your hemline!

Belt

If a belt is worn, it should match the shoes.  A formal belt is made of smooth leather, and features a classic (as in “not distracting”) buckle.

Hosiery  

For higher professionalism, wear sheer hose to match your skin colour.  For a more relaxed or ‘evening’ look, you may wear hose that tones with your hemline.  If you wear trousers, tone your hose to the trousers.

Jewellery

The jewellery with the strongest professional image is made of gold (yellow or white) or platinum.  Jewellery should be moderate in size, classic, and simple.  You may wear a watch, up to one ring per hand, a simple bracelet, and stud earrings.

To the extent that jewellery moves away from this look, the more relaxed the look.

Briefcase

If you require a briefcase, the narrower it is, the higher your perceived status.  Choose good quality leather.  Do not carry a handbag and briefcase at the same time.

Pen

When you pull out your pen, it must not be an 89-cent plastic ballpoint! The pen doesn’t have to be extremely expensive (although that certainly doesn’t hurt), but it should look elegant. Metal has a higher image than plastic.

Eyewear

Wire frames are professional-looking, whereas plastic frames tend to look sporty or casual. Use non-reflective and non-tinted lenses.  Make sure your eyewear is updated, and gives you the competitive edge in terms of appearance.  The eyewear you choose can make you look outdated and passé … or credible and savvy.

Hair

Formal hair styles are sleek and controlled.  Hair that touches the shoulder projects a more casual image. As a general rule, slightly shorter is best for Level One.  Go to a reputable hair stylist on a regular basis; you want your hair style to be current and flattering.  Of course, your hair should be neat, clean and in good condition.  

If you colour your hair, bear in mind that natural colours are going to be perceived as more credible than unnatural colours.  Leave the fuchsia hair for your personal time. Make sure your hair colour harmonizes with your natural colouring. You will send a conflicting message if your hair is warm and your natural skin and eyes are cool.  If you have not had a personal colour analysis with a professional, you may want to consider this before investing in a change in hair colour.

Makeup

The general rule is that all makeup should be neutral in tone and natural-looking.  There is, however, an important exception to this rule: Women who wear red lipstick get listened to more than women who wear any other colour.  Of course, you must make sure that the shade of red you choose – whether it’s cherry red, soft red, scarlet, or brick – harmonizes with and complements your natural colouring.

I recommend that women have a makeup lesson once a year to keep their look fresh and updated.

Nails

Having a manicure every week or two can keep your nails attractive and in good condition.  (A pedicure once a month is also a good idea.) You don’t want hangnails, broken nails, ragged cuticles, or chipped polish.  For a formal corporate look, a clear polish or French manicure is appropriate.  Shellac nail polish is more durable than regular nail polish.

Teeth

A nice white smile says ‘success.’  A consultation with a cosmetic dentist can help you decide whether there is work to be done.

Cleaning your teeth on a regular basis helps keep your teeth healthy and your breath fresh.  Here are my top three tips to assist with fresh breath:

1. Drink water with lemon – the lemon helps kill bacteria.
2. Eat dark green leafy food, such as parsley.
3. Use an oral breath strip.

Grooming and Hygiene

Shower and use a deodorant.  Avoid fragrance in business, as it can be distracting, unprofessional, and inconsiderate.  Many people are allergic to fragrance.

“Nothing succeeds like the appearance of success.”  — Richard Feynman

Karen Brunger is a Certified Image Professional and President of International Image Institute Inc.

Levels of Business Dress 

There are four levels of dress for business.

1:  Formal Business

2:  Business

3:  Business Casual

4:  Casual Business

As a matter of strategy, I recommend that you choose the highest level appropriate for your business and clientele.  You generally cannot make a mistake by dressing a level or two above the style of your clientele, but you certainly can sabotage your success by dressing a level or two below your clientele.

Here’s a brief summary of the levels.

1.  Formal Business.  This look is appropriate for absolute power, authority, credibility and elegance.  The suit is dark, cold and neutral, and worn with a white shirt.

2.  Business. This look is appropriate for a business environment where creativity or individuality is desired.  There is flexibility in styles, colours, and patterns of the suit, shirt, and tie.

3.  Business Casual. This look may work for a sporty environment.  A jacket is still worn, but it’s not part of a matched suit.  Shoes are more casual – a loafer or walking shoe.

4.  Casual Business. This is an extremely casual look for business.  It is ‘sans jacket’ – just a shirt and trousers.

At any level, the more your use from Level One, the higher your image.  Below are guidelines of what is acceptable for a more powerful look.

 Suit

A sharp-looking suit or jacket is the easiest and most effective way to portray power and authority.  The most formal suit is dark, cold and neutral – which means navy blue or charcoal. 

The suit should be made of fine wool; I usually look for wool that’s rated at least ‘Super 100’.  (The number indicates the number of fibres per inch.)  Invest in the best quality suit you can afford and that is practical for your business.

The most formal suit is solid in color, but a pinstripe pattern is also acceptable.  The more obvious the pattern, the less professional the image.

A formal business suit is classic and tailored.  Lines that are straight, sharp, and severe hold the most power. 

Shirt

The higher the contrast between the shirt and the suit, the more professional and formal the effect.  A white shirt is the most formal.  I suggest choosing a shade that complements your personal colouring, perhaps ice white, soft white, ivory, or cream.  The darker the shirt, the less ‘business’ the look.

Choose shirts in fine cotton; any topstitching should be close to the edge, and should have a refined look.

Tie  

The most formal colours for a tie are variations of gray, blue, gold, and red.  The best formal patterns include solid, repeating diagonal lines, foulard (a repeating geometric pattern), and pin-dot.

Pay attention to your tie length!  For a conservative image, the tip of your tie would come to the top of your belt buckle.  If you require a more creative, progressive image, the tip of your tie could come ¼ inch below your belt buckle.

Use a tie-knot in proportion to your build.  If you have a narrow face or a slimmer build, you could use a 4-in-hand.  If your face and build is more average, you could use the Half-Windsor.  If you have more fullness in your face and build, you could use the Full Windsor.  If any of this sounds unfamiliar, check out this web site: www.tie-a-tie.net.

Pocket Square 

A white linen pocket square is the most formal choice.  If you want to show some flair and creativity, you can go with coloured silk.  The pocket square should match a colour in the shirt or tie.

The way the pocket square is folded can make a big difference.  The most formal folds are “straight,” “triangle,” and “petal.”  The ‘puff’ and ‘casual’ are best reserved for less formal or evening situations. Confused? Take a look at www.wikihow.com/Fold-a-Pocket-Square.

Shoes  

Make sure your shoes are immaculate and in good condition.  They should be made of leather, and reflect a classic, yet updated, style.

An Oxford (lace-up) shoe sends the most formal message; a loafer is more relaxed. Professional shoes should look refined and elegant rather than rustic and chunky.  Black shoes are safest for projecting a formal image.

Belt

The belt should match the shoes.  A formal belt is made of smooth leather, and features a classic (as in “not distracting”) buckle.  If you wear suspenders, a belt is not necessary.

Hosiery

Match your socks to your trousers.  It’s not a faux pas to match the shoes, but it’s not the best image.  Executive length socks – which cover the calves – ensure we won’t see your hairy leg when you sit and cross your legs.

Jewellery

The jewellery with the strongest professional image is made of gold (yellow or white) or platinum.  Jewellery should be moderate in size, classic, and simple.  You may wear a watch, up to one ring per hand, a tie clip, and collar pin.

To the extent that jewellery moves away from this look, the more relaxed the look.

Briefcase

If you require a briefcase, the narrower it is, the higher your perceived status.  Choose good quality leather.

Pen

When you pull out your pen, it must not be an 89-cent plastic ballpoint! The pen doesn’t have to be extremely expensive (although that certainly doesn’t hurt), but it should look elegant. Metal has a higher image than plastic.

Eyewear

Wire frames are professional-looking, whereas plastic frames tend to look sporty or casual. Use non-reflective and non-tinted lenses.  Make sure your eyewear is updated, and gives you the competitive edge in terms of appearance.  The eyewear you choose can make you look outdated and passé … or credible and savvy.

Hair

Formal hair styles are sleek and controlled.  Hair that touches the shoulder projects a more casual image. Go to a reputable hair stylist on a regular basis; you want your hair style to be current and flattering.  Of course, your hair should be neat, clean and in good condition.  

It’s generally best if you’re clean-shaven, as facial hair can sabotage you.  If there is obvious hair in places that could be distracting – such as the nose and ears – this should be clipped.  I sometimes see men who have a beautiful short haircut, but who also have tufts of hair climbing up out of the back of the shirt and onto the neck.  Ugh. 

Nails

Having a manicure every week or two can keep your nails attractive and in good condition.  (A pedicure once a month is also a good idea.) You don’t want hangnails, broken nails, or ragged cuticles.

Teeth

A nice white smile says ‘success.’  A consultation with a cosmetic dentist can help you decide whether there is work to be done.

Cleaning your teeth on a regular basis helps keep your teeth healthy and your breath fresh.  Here are my top three tips to assist with fresh breath:

1. Drink water with lemon – the lemon helps kill bacteria.
2. Eat dark green leafy food, such as parsley.
3. Use an oral breath strip.

 Grooming and Hygiene

 Shower and use a deodorant.  Avoid fragrance in business, as it can be distracting, unprofessional, and inconsiderate.  Many people are allergic to fragrance.

 “Nothing succeeds like the appearance of success.”  — Richard Feynman

Karen Brunger is a Certified Image Professional and President of International Image Institute Inc.

 As a Guest in a Home

•    When you receive the invitation, respond as soon as possible.

•    Let your host know if you have food restrictions, but do not indicate likes and dislikes unless you are asked.

•    Your host will let you know what time to arrive; if there is some confusion, it is best to ask.  In North America, arrive at the time specified, or within 15 minutes, but not earlier.

•    Be dressed according to the occasion.

•    Bring a gift with you to present to your host: a bottle of wine, flowers in a vase, etc.  If you bring wine or food, this is a gift to them and is not meant to be served with the meal.  Flowers may be delivered in advance.

•    If the dinner is ‘potluck’, your contribution is your gift, and no other is necessary.

•    If you must be late, call to advise, and insist that the dinner be served on time; when you arrive accept the current course being served.

•    Offer to assist your host whenever possible.

•    Do not ask for more of a dish; rather, say “that was delicious”.

•    If you are the recipient of a toast, do not toast yourself.  Say “thank you for the honour”.

•    Remain about two hours after dinner is finished, unless something else was suggested in the invitation.  If you leave within that time, it feels like “eat and run” and is not respectful to the hosts.  If you stay later, you may “wear out your welcome”.

•    If there is a guest of honour, they are the first to depart.

•    On leaving, thank the host/s.

•    Follow-up with a thank you note.

 As a Guest at a Restaurant

•    If you arrive first, go to the table, but touch nothing.

•    If you are invited to have an alcoholic drink, and you wish it, go ahead.  Limit your intake to one cocktail or two glasses of wine.

•    Order from the mid-priced items on the menu.

•    Thank your host for the lunch.

•    Follow-up with a thank you note.

Karen Brunger is a Certified Image Professional and President of International Image Institute Inc.

As a Host at Home

 •    Let guests know what time to arrive, and at what time the meal will be served.

•    Ask if there are food allergies or restrictions, but do not discuss the menu with guests.

•    If your event is formal, invitations are in writing, and your guests will arrive 5 to 10 minutes before the appointed hour.

•    Practice good time management.  Be as prepared as possible for your guests’ arrival.

•    Ensure that all guests are introduced.

•    It is okay to give your guests tasks, as this allows you to spend more time with them.

•    Consider seating plans.  Usually partners are separated to allow for more conversation.  You and your co-host are typically seated at each end of the table, and the guest of honour is seated to the right of the host.

•    If your event is formal, as the host you would offer your arm to the guest of honour and lead the guests into the dining room.

•    Ensure that the conversation runs smoothly, and steer it to neutral topics should it become heated by a controversial discussion.

•    If a guest presents you with wine or food, this is a gift to you.  It is understood that you have already provided for the meal.

•    To ask if your guests would like more of a dish, ask “Would you like some….”, rather than “Would you like some more…”.

•    Never allow a guest to drive home if you have a concern about alcohol consumption.

As a Host at a Restaurant or Club:

•    Select a restaurant close to your guest’s home or office.

•    Ask what type of food he/she prefers.

•    Reconfirm with your guest the morning of the date.

•    Arrive 10 minutes prior to the arranged time.  Wait for your guest at a clean table; do not touch the water, napkin, or order a drink.

•    Stand as your guest is shown to the table, and greet them.

•    Offer your guest the best seat.

•    Offer your guest the opportunity to order a drink.

•    Whether your guest drinks an alcoholic drink or not, you order what you want.  Limit your consumption to one cocktail or two glasses of wine.

•    Give your guest the freedom to choose what they wish from the menu, subtly letting them know they can choose the number of courses that they wish.  For example you may say, “The _______ appetizer is very good.”, and ask, “What would you like for dessert?”

•    As the host, it is your responsibility to take care of your guest’s needs; it should be clear to the servers that you are the host.

•    If your guest’s order arrives first, ask her/him to begin.  If your order arrives first, wait for your guest’s.

•    If you have an issue with the restaurant, take it up privately with the manager, rather than in front of your guest.

•    At a business breakfast or lunch, let at least 10 minutes lapse before business is discussed.  At a business dinner, you may wait until the coffee stage.

Karen Brunger is a Certified Image Professional, and President of International Image Institute Inc.

Many people have dieted and lost weight quickly, only to see all of the lost weight come back. In fact, the evidence is in – 95% of dieters will regain the lost pounds, and many will actually put on extra weight.

Those who have experienced the yo-yo diet cycle often end up feeling poor in their bodies, and more importantly, feel a sense of shame – “I’ve failed again – it must be me.”

Why do people keep trying new diets? The answer is that they are convinced that “this time will be different, this time I will really stick to the diet and win.” And in fact, being highly motivated when they first start a new diet, they do lose a lot of weight in the first couple of weeks – so they initially feel very good about themselves.

Unfortunately, most of this weight loss is water and muscle mass. So, after a few weeks or months, weight loss slows, energy and enthusiasm fade, and old eating and lifestyle patterns re-emerge. The food choices “allowed” by the diet were not satisfying or sustainable. Once again, they have “failed”. Only it wasn’t the person who failed – it was actually failure of the diet program itself.

The good news is that there is hope. Our knowledge of brain chemistry has evolved significantly over the past few years, and we now understand the causes of diet failure. Even more exciting – we now know how to use brain chemistry as the foundation of a successful weight management program.

An understanding of this new knowledge of brain chemistry is only a starting point in the approach to successful weight management. Lifestyles and food preferences vary tremendously across the population, so no single food and lifestyle pattern can possibly work for all people. An individualized strategy is necessary.

You can visit www.lifeweight.ca for tips and resources, and to see if weight management coaching with Paul McIntosh might be the answer for you.

Part 2 – Raising Consciousness  

Beyond Fabric

As a Human Ecologist, I work with the relationships between people and their environments.  As an Image Consultant, I’m especially interested in the relationships we have with our clothing, and the impact of our clothing on the environment.

As we are now aware that thought is vibration, and that vibration affects matter, even the thoughts and feelings that go into the creation of the fabric and the garment can have an effect (usually non-consciously) on our own frequencies.

Nicole Bridger, a Canadian fashion designer, puts an affirmation label in each garment.  The first recipient of the Design Forward Award from FTA (Fashion Takes Action), not only sustainable fabrics, but positive relationships and high ethics have contributed to her success.  According to Nicole, “we strongly believe that the energy that we put out into the world is important for our own spirit and for others”.  www.nicolebridger.com

Eco Terms

Here are some definitions that can help you navigate through environmental consciousness.

Eco-conscious:  Being concerned for the environment.

Ecological footprint:  The amount of natural resources required to sustain a plant or animal to full growth.

Fair Trade:  People that make the textiles and clothing are paid a fair price and have decent working conditions.

Organic:  Fibres that are grown and produced without chemically formulated fertilizers, pesticides, insecticides, herbicides, etc.

Reclaimed:  Textiles or garments that have been discarded and are being re-used.

Recycled:  Textiles that have been manufactured from previous products, such as bottles.

Renewable:  Resources that can be replenished within a few years.

Vegan:  Products that are made without the use of animal product.

Clean Your Green

To add chemicals to clean our eco-friendly fashion is, of course, absurd!  There are many eco-conscious dry cleaners and cleaning products.  Here are some common household cleaning supplies.

• Baking soda
• Borax
• Eucalyptus oil – to remove grease
• Hydrogen peroxide – to remove fresh blood
• Lemon juice and sunshine – to remove stains
• Rubbing alcohol – to remove grass stains
• Sunshine – to bleach
• Tea tree oil – to disinfect

 When we choose Green fashion, we contribute to a cleaner environment, a healthier body, and a more ethical consciousness.  Check out the new eco-fashion!  You won’t need your Birkenstocks… 

Karen Brunger, BHEC, AICI CIP is President of International Image Institute Inc. and Past-President of the Association of Image Consultants International

Part 1 – Fabrics

It used to be that “eco fashion” meant rustic, itchy fabrics and earthy, drab colours.  But today’s Green fashion is high quality, luxurious, soft fabrics in cutting edge, designer styles – and usually with superior characteristics and a lower cost than traditional fabrics.

Eco-fashion, also known as ‘sustainable fashion’, is defined by the Sustainable Technology Education Project (STEP) as clothes “that take into account the environment, the health of consumers and the working conditions of people in the fashion industry”.

Here are some of the eco-friendlier fabrics you might find, although some are friendlier than others.

Bamboo

Bamboo is a grass, so it is biodegradable and has the ability to breathe.  As the fastest growing plant in the world, it is also highly renewable.  It has antibacterial and anti-fungal properties.  The fabric is soft, luxurious, stretchy, comfortable, and strong – great for daily wear and active wear.

Banana

The stem and leaves are processed to make a type of rayon.  The left-over rayon from processing is also reclaimed and made into yarns for knitting.  Banana fabric is made in SouthEast Asia, particularly Nepal.

Corn

The starch and sugars are extracted from corn, and processed to make a fibre called Natureworks PLA.  This process is currently being done by Cargill Dow Polymers, and the resulting fabric is called Ingeo.  The fabrics are comfortable and can resemble cotton, silk and wool, but with a lower cost, easier care, higher durability and superior wicking capabilities.

 Cotton -Organic

Non-organic cotton accounts for approximately 10 percent of the world’s pesticides, and 25 percent of the world’s insecticides.  These chemicals are associated with health consequences such as cancer, birth defects, and asthma.  Non-natural bleaches and dyes release further toxins.  Organic cotton is from non-genetically modified plants that are grown chemical-free. The textiles are often dyed with natural dyes.

Fish Skin

After the inside of the fish is removed for consumption, the fish skin is dried, bleached, and made into leather.  Fish skin is more luxurious and more durable than cow or goat skin.

Flax

Linen is obtained from fibers of the flax plant, and so it is biodegradable and recyclable.  The production takes less water and energy than cotton.  The fabric can range from very fine to very coarse. 

Hemp

Hemp plants grow quickly and densely.  They require only an average amount of water and are pest-resistant.  They do not require herbicides, pesticides, or fertilizers.  Hemp can be spun into yarns with minimum processing.  The fibres are more durable, absorbent, and insulating than cotton.

Jute

Jute is a fiber taken from the skin of a plant grown in South-East Asia.   Because it is coarse and strong it is used for durable products such as sacks, rugs and rope.

Milk

Now you can get the near-effect of a milk bath in your clothing.  The milk proteins are extracted from dried milk, put into a chemical solution, and then whirled to make the fibers.  The resulting soft fabric helps maintain the skin’s moisture.

Nettle

Stinging Nettle plants are highly resistant to parasites and vermin, and grow in temperate climates.  The fabric is similar to hemp and linen.  The nettle fiber is unique in that it is hollow, making it highly insulating.

Peace Silk

Conventional silk requires that the silkworms are killed.  To make peace silk, the silkworms leave the cocoon, and the silk filament is spun.  The fabric is lighter than regular silk.

Ramie

Ramie is the fiber taken from the bark of a nettle plant grown in Eastern Asia, particularly China.  Ramie is strong, but not resilient.  It has industrial uses (fishing nets, for example), although it also used for garments, particularly when combined with another fiber.

Recycled Plastic

The polymer from recycled soft drink bottles is melted and extruded as a new fibre.  It reduces energy consumption and saves raw materials.  The polyester is more fire-retardant, easy to clean, and inexpensive.  A particular brand of polyester is a warm and durable fleece popular among back-packers.

Seaweed

We know it’s healthy to ingest, but apparently it’s also healthy to wear.  SeaCell, the fiber made from seaweed, is soft, breathable, and luxurious.  The high nutrient content, combined with anti-inflammatory properties, contribute to the well-being that people experience when the fiber is next to the skin. 

Soy

Soy fabric is made from the by-products of tofu.  The liquid is extruded into fibres, which are dried and then spun into yarns.  The high protein content allows it to easily absorb natural dyes.  The fabric is soft, luxurious and breathable, as well as durable and washable.  It is often referred to as “vegetable cashmere”.

Spiders in Goat Milk

Goats’ eggs are mixed with genetic material from spiders, so that the female goats produce milk that contains silk fibres.  The resulting fibre is biodegradable and durable.  The downside:  it’s genetic engineering, and kind of gross.

Tussah Silk

Tussah silk is wild, as opposed to cultivated, and is found in tropical areas.  The silk is gathered after the moth leaves the cocoon. 

Wood Pulp

Rayon and rayon-viscose are fabrics that are made from wood pulp.  Lyocell is a type of rayon, but with different properties.  Lyocell is made from wood pulp cellulose, which is broken down chemically and then extruded through a spinneret into fibers.  The  biodegradable fabric comes in a variety of brand names.  Each brand uses the cellulose from specific trees, such as oak, birch, eucalyptus, spruce, white pine and white fir.  The fabric properties depend on the type of tree used; for example, lyocell from eucalyptus is anti-bacterial. 

Wool – Organic

The downside:  1. Sheep manure leaches into the water supply.  2. Bleaching and dyeing creates toxins which are released into the air and water.  The upside:  Wool is a renewable resource, and natural dyes can be used.  For organic wool, the livestock’s food is organic, and no growth hormones or synthetic insecticides are used.

Karen Brunger, BHEC, AICI CIP is President of International Image Institute Inc. and Past-President of the Association of Image Consultants International