Published by Vanessa Brunner under Designers

No, popomomo isn’t a Pokemon character. It isn’t a line of Swedish furniture. And it isn’t a type of sushi.

popomomo is revolutionary. Short for “Post-Post Modernist Movement,” this Eco-Fashion line is a great example of going beyond your basic revamped organic cotton tee.

The website says it all: “Instead of floating in relative perspectives and endlessly reworking the past, popomomo focuses on the new and true; creating idea—as opposed to trend—based pieces.”

Every aspect of popomomo is green—from their sustainable fabrics, to their water based inks, to the head designer’s car that runs on vegetable oil.

Green By Design was lucky enough to chat with popomomo designer and founder Lizz Wasserman. Before starting popomomo, Lizz worked for Urban Outfitters and Free People in Philadelphia. Her latest collection, for Fall and Winter 2009, takes inspiration from Nancy Drew (one of my favorite book characters of ALL TIME) and Los Angeles Film Noir.

GBD: How did you first get involved in green fashion?

Lizz: I had worked as a designer for about 5-6 years before starting popomomo as a “real’” line with delivery dates, etc. Before that, it was made of one-off pieces cut from vintage fabric or remade from clothing. That aspect of  “recycling” was really cool to me. I traveled to Asia with the company I was working for to meet with fabric vendors and they had bamboo jersey, milk jersey, organic cotton. I actually used a lot of eco-fabrics when I was designing for a big company in New York. Once I knew the fabric was out there, I wanted popomomo to be an eco line.

GBD: What’s your favorite part of your job?

Lizz: Quite honestly I love everything.  Obviously the clothing and graphic design, but I like working with the sewing houses, sourcing fabric, even doing my excel charts to keep everything straight. If you are a clothing designer your day can be a little Mr. Rodgers: You see so many things you wouldn’t if you just worked in an office.

GBD: What types of things inspire you?

Lizz: I gather inspiration from everything: but I think because of my personal interests, mostly from books, art, and current events.

GBD: What types of green ideas and ethics do you use in your line?

Lizz: We just try to incorporate what we think is the “right” way to do business everywhere. We use solely sustainable fabrics, work locally, use water based inks, low-impact dyes, recycled shipping, and try to reduce paper use. I run my car on recycled waste veggie oil, and that takes me to all my meetings.

GBD: What do you think is the most important thing consumers can take away from green fashion?

Lizz: I don’t really think there is such a thing as green fashion: there are lines that follow green practices. Hopefully eventually all lines will be “green” and it won’t be an issue anymore.

GBD: What’s your favorite item in your closet right now?

Lizz: I’m living in the popomomo FW09 oversized cardi: I wear it non stop.

GBD: Do you think there are different “shades of green” in EcoFashion?

Lizz: For sure. Some designers use only some green fabrics in their line, some designers like me use regular trims because there is not a viable eco-option, some designers raise sheep themselves organically, shave them them, make yarn and knit sweaters with handmade bamboo sticks. I’m not sure if the concept of “baby steps” really works: but I think its important for companies to be upfront with how they work.

For more information on popomomo, please visit their website here.