The fashion industry has been bitten by the eco bug, and as a consequence, have fallen completely head-over-hills for everything organic and chic.

Last November, designer Gregory Rogan -- who specializes in eco-conscious clothing -- beat out Philip Lim, Vena Cava, Threeasfour, and Erin Fetherston for the CFDA award; taking home $200,000 and a deal with Target to create a organic swimsuit line that will hit stores this summer.

Next, Barney's decorated their infamous holiday windows with reindeer made from soda cans, fake snow made from recycled paper, and plastic bottles cut to look like Xmas lights.

And now Guess? is throwing its hat into the environment-friendly ring with its new capsule collection, Guess Green.

The line will consist of chemical dye-free denim and organic cotton tops for both men and women; even the handtags will be made from recycled paper and printed with soy-based ink.

The pieces will hit stores in April - retailing $178 for jeans, $29 for a womens tank, $39 for a mens tee.

While the prices are a bit steep, 10% of the proceeds will benefit the Environmental Media Association, which uses the entertainment industry to spread the word on sustainability.

Plus, if I can look half as good as the Sophie Lauren doppelganger in this Guess ad wearing by new duds, I'll be more than willing to spend a few extra dollars improving my wardrobe and the world.

[Via NylonMag]