Fair Fashion
20-07-2005
When it comes to food British shoppers are becoming increasingly fair trade conscious. In the past year sales of Fairtrade goods has risen by 50 per cent, totaling £140million on the 800 or so Fairtrade labelled items. Local produce has also seen an increase, consumers these days want to know where the goods come from and that ethical standards are in place.
{mosimage}So what about fashion? The labels always say where the garment was made but whether certain standards of practice are maintained – who knows? The rise in fair trade purchases demonstrates that shoppers are concerned about the products that they are ultimately funding. Market intelligence analysts – Mintel, recently reported that there is a move towards more individual and eco-conscious choices that rebel against mass marketing. In response some shrewd companies have started to make changes but until a comprehensive labelling system becomes the norm many consumers are left none the wiser.
The award winning Fairtrade Foundation is now branching out into cotton and textiles. Harriet Lamb, Fairtrades executive director said: “The door is wide open for companies to work with us. International standards have been developed for raw cotton that will guarantee certified farmers a fair and sustainable price for the raw cotton that they sell into registered supply chains.†Inevitably fair trade clothing will not be able to compete price wise with some of the bargain basement deals on offer – but it least it will give the consumer choice.
{mosimage}Another issue to add to a very long list is – environmental impact. How many times have you heard: “it was only a fiver, I’ll chuck it out after I’ve worn it a few times.†It is estimated that 900 million items of clothing are sent to landfill sites each year. Surely the emphasis has to return to quality – that will invariably last longer – rather than quantity, along with textile recycling and reconditioning.
Earlier in the year Anti-Apathy held a Fashion Experiment to see if fashion addicts could survive in a world of sustainable clothing. The rules were – that all clothes, worn and bought for the next 21 days must be recycled, reconditioned, or made from organic fabrics which have been stitched together in non-sweatshop working conditions. Journalist, Katie Finnigan, was one of the participants, post experiment she said:
{mosimage}“My advice to other people: don’t feel guilty. Like everyone said, just making a small percentage of your wardrobe sustainable – buying second hand, recycled, organic or socially responsible clothing – will make a difference. Maybe think about the thing that bothers you most – for me, it’s definitely who made the clothes and under what conditions – and try and find out where you can get hold of just one item of clothing that isn’t made that way. You’ll be amazed how special it feels.â€
{mosimage}“What I’ve realized through this experiment is that there’s a choice out there. I don’t have to buy clothes that were made by somebody’s kid, or someone who earned a tiny percentage of the retail price. I don’t have to buy something that’s environmentally toxic. I can make positive choices instead. Ali Hewson’s new clothing collection, Edun, says on all its labels, “Our clothes tell the story of the people who made them”. From now on, I’d like all my clothes to tell me good stories.â€
If that has put you in an ethical mood then check out the Traid Remade –Charity E-Auction this Friday 22nd July from
Links:
www.thtc.co.uk/ {mosimage}
By JoJo Iles
