We've come to the conclusion it’s pointless to use the terms sustainable, ethical and eco to describe our clothing. Why?
One of the largest fashion brands H&M recently issued a statement claiming ‘fashion can be cheap and ethical’. This translates to fast fashion is cheap and ethical but only on our own definition of ‘ethical’. Each brand has developed their own version of what’s sustainable, ethical and eco, based upon their existing supply chains, resulting in a devaluing and meaningless charade.
When you decide to manufacture in the lowest wage country and use factories with no working fire escapes and then call it ethical, its time to jump.
You then have other major brands that manufacture 95% of their products in a dubious, polluting manner and then create a single shoe or product line from recycled materials and bathe themselves in greenwash.
Where to jump too next? We've decided the answer has to be consumer ‘transparency’ Where each garment is supplied with information on pay, working hours for textile workers and the number of carcinogen and hormone disruptor chemicals used. Enabling consumers to make more informed purchasing decisions at the point of sale. Fashion brands have deliberately chosen to hide this information from consumers, for obvious reasons. We feel now is the time to cone clean and reveal how your clothes are made and what toxic chemicals are used to make them.
When a quarter of the worlds chemicals are used to produce textiles and there’s no mention of a single chemical on clothing labels, something’s clearly awry.
This is why we have developed a consumer ‘clothing data label’, which is bound to be ignored by every other fashion brand, until we can persuade others to work with us and use it to increase awareness and standards.