The New Eco-warrior and Consumer Power

A leading environmentalist and a figurehead for environmental activism, the late Lord Melchett used old school politics to communicate then-new ideas of environmental protection and corporate responsibility. While his tactics were controversial, his passion and commitment to his work was undeniable. The death of Lord Melchett, celebrated eco-warrior, represents the end of an era in environmental advocacy.  With the advent of internet, guerrilla tactics are no longer necessary to raise awareness or sway public opinion. We do not need a figurehead to be the voice of change or to present a counter narrative. With the click of a button, a quick search on Google, consumers are more empowered than any generation before, with lightning access to facts and to figures which enable us to make informed decisions. With this power comes a new responsibility for consumers to make responsible choices, as their buying power directly impacts the environment and the way that companies value environmental practice as part of their business. Unfortunately, the vast amount of information available can be overwhelming, so we have answered a few questions to help you shop as an informed consumer, and to use your power to be your own eco-warrior and to walk-the-walk in the same spirit as the original, the late Lord Melchett.

What is conventional cotton?

Conventional cotton is the opposite of organic cotton!

Conventional Cotton:

Uses pesticides, insecticides, GMO seeds and a huge amount of water.

  • Accounts for 25% of the world’s insecticide use, compared to is 3% of farmland use.
  • The massive insecticide and pesticides use results in very significant increase of water use, and ultimately contaminated water run-off
  • 2700 liters of water are required to make ONE conventional (non-organic) cotton t-shirt.
  • 77 million cotton workers suffer from pesticide poisoning every year
  • The non-organic cotton is harvested using heavy machinery that affects soil productivity.
  • GMO technology puts financial pressure on small farmers, often resulting in insurmountable debts which have been cited as the cause for the suicides of over 300,000 farmers in India. 
  • Heavy machinery is used to harvest conventional cotton, resulting in damaged soil and compacted earth.

cotton cycle


Why is organic cotton so different?

eco warrior 2

  • No pesticides, insecticides, GMO seeds, and significantly less water.
  • No water pollution from pesticides and insecticides
  • Safer working conditions: No pesticide exposure for farmers, laborers, or production workers.
  • Significantly less water used: 80% of organic cotton is rain fed.
  • Organic cotton is hand picked, keeping the soil from eroding or compacting.
  • Though cotton picking is labor intensive, organic cotton regulators such as Fair-trade and GOTS regulate working conditions of farm practices.   

The Eco-Warrior by AMAELLA

At Amaella we use ONLY organic-cotton that is entirely GOTS certified. This results is a clean, toxin-free garment without allergens or chemicals. When you shop Amaella you can be sure that your garment has been produced in a way that supports the health and safety of the consumer, the workers, and the environment. Welcome to the movement! 

eco warrior

Next Up…

In our upcoming blogs will we address the GMO controversy in more detail, emphasizing that this is an ongoing and ever-evolving dialogue.

Love water? So do we! Next week, we will be highlighting some water related issues, and introducing some new eco-warriors who are trying to solve them.


Tasha Anderson