Ecocentrism (also known as biocentrism) is a concept, according to which (as opposed to anthropocentrism) fundamental laws of nature play a central role in interrelations of man and nature: scientific and technological progress does not reduce human dependence on environmental laws of nature.  The interaction of human society with nature must be subject to ecological imperative – the requirement of preserving the integrity of self-regulation of the biosphere. 

While for many of us interested in organic products it is rather fashionable manifestation of "healthy selfishness," according to environmentalists, the "new green wave" is really able to help us to preserve life on Earth.

By the end of 2010, about 30% of the population in developed countries will be the target audience of the environmental industry. According to the Doctor of Economics Werner F. Schulz, professor at the University of Hohenheim (Germany), members of this "new green wave" movement are deeply aware of the reality of global environmental and ethical issues and make informed purchasing decisions, choosing healthy foods production, consumption, and disposal of which is not harmful to the environment.

Among the followers of the popular international movement LOHAS (Lifestyle of Health and Sustainability) there are many celebrities: Julia Roberts, Gisele Bundchen, Leonardo DiCaprio, Brad Pitt, and, of course, many of their fans. However, it is too early to talk about spreading the new ecophilosophy: it is more of a fashion trend, the interest in bioproducts as the highest form of consumption. 

Another group of consumers are those for whom the natural products are a necessity. First of all it is highly allergic individuals, the people whose bodies cannot tolerate a number of chemicals used in the industrial production. The trend is that the number of consumers of environment friendly products "for health" will only increase. That is why ECO enterprise focused primarily on what we are entering into close contact – on products, clothing, and cosmetics.

For the production of organic clothing wool, silk, and cotton are often used. There is a set of strict rules governing the production of the product in a controlled organic farm. However, to tell the difference between an ordinary cotton T-shirt and product labeled "100% organic cotton / Bio-Baumwolle kbA," it is sufficient to think of cotton as a living organism. Plant breathes, grows, and bears fruit. Cotton boll matures and man collects fiber, separating it from seeds, spins the thread, and weaves the cloth. Let us add to this ideal formula a little contemporary reality: fertilizers and herbicides, growth promoters for stimulation of immature bolls, a means to strengthen the thread, chlorine bleach, chemical dyes… In a organic product chemical components are absent. This reduces its potential allergenicity and gives you the opportunity to feel the wonderful natural fiber properties – its lightness, softness, breathability. 

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