'Green The New Black' and 'How The West Was Won Wearing Sustainable Cotton Jockey Shorts'

Sustainable definitely is the new black. Black, traditionally being a popular ‘non-colour’ amongst skater orientated street wear brands, now faces the prospect of being sidelined, at least for a teeny while, in light of the recently launched Planet Earth ‘Green Label’. Green Label? How boldly must it be spelt out? Although consumers in general seem to be switching on to sustainability and the eco-credentials of brands and product, are the skater ‘skwids’, as I like to call them, ready to mirror the conscious consumer habits of their parents and older folk? Vice magazine seems to think so, as they recently granted a two-page advert spread to UK stockist Route One, who are, quite aptly, self-professed “always first”. At the very back of my mind I hear a little MC style voice ring through with a little " I don't think they ready..." quip. Maybe a touch negative, but more importantly, what do you think? Are the 'skwids' up for being force fed the 'green dream'?