Those buying clothing online may not turn to ethical fashion if it does not stand up against other high street products, it has been warned.

Eco fashion needs to "stand up" against high street brands if it is ever to become a successful sector, an expert has said.

According to fashion editor at large at Grazia Melanie Rickey, ethical fashion firms need to prove to customers that their products can stand up to being compared to the offerings of well known high street brands.

Eco-conscious fashion still needs to be stylish to appeal and also needs to be the same quality as other items which can be purchased by shoppers.

"It's important that the clothes stand up on their own in the marketplace otherwise people won't want them. They don't want to wear something that is not as good as other stuff," she said.

Those who regularly use online shopping services can buy ethical clothing from dedicated internet store ASOS, as well as high street favourites such as New Look.

Ethical fashion refers to clothing made by workers who are paid fairly for their labour and which is made by materials that are more eco-friendly than some options.

Posted by Lucy Pritchard.

Article Added: 29/04/2010 11:43:32