America’s concern with the environment also leads to another trend during this time. Rachel Carson, author of the book “The Silent Spring” writes about the dangerous effects of the pesticide DDT. She describes the dangers of the longitude of these chemicals in the soil which lead to affected natural life (Welters, 2010). In her book, she also describes cotton farming as one of the biggest users of these chemicals. This is when society began to shop at second-hand stores and begin to appreciate planet Earth more than before. In the year of 1970, the first Earth Day was celebrated on April 22 (Welters, 2010). This movement in society can be defined as the beginning of the trend of the “natural look” (Welters, 2010).
Along with this, the concern of animals also increased. Environmentalists stated that hunting and the spread of development presented a threat for animal life (Eubank & Tortora, 2008). The animals that were at high risk were American crocodiles, cheetahs, tigers, snow leopards, and Asiastic lions (Eubank & Tortora, 2008). All of these animals were at threat due to the use of their skin or fur for high-end fashionable clothing. This leads to the United States creating the Endangered Species Act in 1973. Innovative manufacturers take advantage of this and create synthetic furs to create fake fur, which creates a new trend in fashion that we still see today in 2015. A huge gap is created between the believers of the real fur and the new faux fur.