I would be lying if I said that wearing organic cotton feels different from wearing non-organic.

But the issue lies elsewhere. Cotton may well be the most sprayed and, therefore, polluting crop known to man. Twenty-five per cent of insecticides and 10 per cent of pesticides in the world are used on cotton. If we genuinely care about the land - soil, water, biodiversity -- this is serious stuff.

This may be the reason the organic cotton industry is growing strong. A great deal of high-profile designers, including Bono’s lable EDUN, have introduced organic cotton lines. But mainstream names such as Nike and Levi’s have also introduced organic cotton collections.

If we are serious about the environment, we ought to think about switching to organic cotton. And although very limited, it is available in Bulgaria. Both Levi’s and Stenata (look for the Patagonia label) stock organic cotton clothing. If this does not suffice, there is, of course, the internet and online shopping. Fashion does change and this time it is certainly for the better.