True cost of clothing - on the environment ECO FASHION

A detail of a frock coat by Nudie Jeans is exhibited at "Eco Chic: Towards Sustainable Swedish Fashion" is at the Sonoma Valley Museum of Art through May 15. A detail of a frock coat by Nudie Jeans is exhibited at "Eco Chic: Towards Sustainable Swedish Fashion" is at the Sonoma Valley Museum of Art through May 15. Photo: Lance Walker Photo: Lance Walker Image 1 of / 7 Caption Close True cost of clothing - on the environment 1 / 7 Back to Gallery

Bay Area residents pride themselves on eating organically grown food, driving hybrid cars, choosing reusable bags over paper or plastic, and drying their clothes on a line outside when the weather turns warm.

But many may not consider the clothes themselves, and the energy and natural resources involved to make that shirt or favorite pair of jeans.

The new exhibition "Eco Chic: Towards Sustainable Swedish Fashion" at the Sonoma Valley Museum of Art makes visitors ponder those questions and more.

While many fashionistas proudly know the hottest color for spring (honeysuckle), they may have no clue that today's textile industry uses more water than any other except for agriculture, produces carbon dioxide emissions, spreads toxic chemicals and still employs people working under inhumane conditions.

Produced by the Swedish Institute in collaboration with the Sonoma Valley Museum of Art and the consulate general of Sweden in San Francisco, the thought-provoking show highlights 14 Swedish designers who strive to take an environmentally friendly and ethical approach to their work. They aim to prove that constructing chic, high-fashion garments using sustainable and ecological practices is possible without sacrificing style.

Kate Eilertsen, executive director of the Sonoma Valley Museum of Art, says one of the reasons she became interested in this exhibition - on the West Coast for the first time, after premiering in Belgrade, Serbia, in 2008 and making stops in Berlin and New York City - was watching her daughter Twyla and her friends buy outfits from stores at the mall, not really thinking about where the clothes came from. The exhibition, she says, will make the public more aware about all the natural resources required for one simple garment.

"I'm hoping this exhibition will give people some options," she adds. "I think visitors will be surprised by the damage caused by the fashion industry. We can feel unable to help the cause, and hopefully this will make people realize there are choices - even small ones - they can make."

The museum's streamlined and stylish interior makes a perfect backdrop. Visitors get a close look at a number of Swedish designs, including a standout long ruffled coat made from certified organic tweed from Ardalanish paired with a dark brown and white skirt made from naturally colored wool by Anja Hynynen, and an outfit - complete with handbag - made from organic cotton and raw silk from the progressive fashion label Revery Stockholm.

The exhibition also highlights basic facts about fashion and water (the production of one cotton shirt uses 1 gallon of water) and offers interactive features - including swatches that allow you to touch and experience the feel of true organic linen, hemp, cotton and wool. Designer Annika Axelsson of Dem Collective, whose designs are on display in the exhibition, is a longtime advocate of sustainable fashion. She gave a presentation on opening day and says this stop in Sonoma is special.

"I've never seen the exhibition look so beautiful," she gushed. "It must be the setting."