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The selection of environmentally friendly clothing gets bigger every day. That's because younger shoppers are finally translating their passion for purer and more organic foods in their kitchens to purer and more organic clothing in their closets, reports Iconoculture.

For years, clothing has lagged behind other industries. And it's hard to deny that "green fashion" is oxymoronic: The environmental police demand that consumers reuse and recycle, while the fashion cops urge shoppers to cast off anything left over from last season. So it's hardly a shocker that the government estimates that each American throws away about 68 pounds of clothing and textiles each year.

But these days, younger women are determined to find a way to navigate the two worlds. In fact, Iconoculture's research has turned up four distinct shopping types. "We call the first type the Living Green consumer, who has embraced the whole concept of the environmental lifestyle and is driven by dedication, purity and awareness," says Casasus. "She is the most likely to be eating organic foods. She's finding new ways to use her old clothes, shopping vintage and thrift shops, and buying clothes made of recycled fabrics."