Why transparency and #whomademyclothes?
Fashion Revolution and BK Accelerator says that the consumers want transparency in the supply chain of the clothes they buy. I assume that’s true, and I would want that myself. The thing is, what happens when the companies open up for their supply chain. What will we as consumers do with the information we get? If I ask the question “who made my clothes” (as the campaign by Fashion Revolution encourages us to do via the hashtag #whomademyclothes) how do I know if it’s a good or bad thing? And how do I know whether or not a specific kind of fertiliser is good or bad, or fertiliser even is necessary?
Last week I walked around Copenhagen trying to buy an organic t-shirt. I wanted to buy one the same day, and I didn’t make any prior research. Also, I didn’t want to pay a great deal for it, because you never know how the fit is after one or two washes, and how the fabric feels and suits your body type. I ended up in H&M, because I knew about their Conscious collection. Their basic clothes collection was small and hidden in the corner of the big shop. Before my little adventure, I didn’t think it was necessary for a company to brand itself as sustainable, whether or not they use GOTS certified cotton or have any other certification, because I thought that it maybe had the opposite effect to brand it as sustainable.
So after my little adventure I did some research. I now know that people actually want to buy more sustainable and people want traceability in the supply chain of their clothes. Furthermore, that consumers are actually willing to pay more for sustainable clothes. Are you as well?
Therefore, clothes companies, who are more sustainable should brand themselves as this, because we as consumers have become more sustainable conscious and know it is possible to unite ethics and estetics. So this is a SHOUT OUT to all fashion companies and especially those within fast fashion, that there is business opportunities in being sustainable, and that your current consumers will leave you unless you start being proactive and start being sustainable.
And a SHOUT OUT to you as a consumer: It’s more than okay to make demands and ask questions when you buy your clothes. And if you want sustainable clothes, ask for it. During CBS green Week, Bestseller stated that as long as we as consumers doesn’t ask for it, they won’t start making it. So ask for it, and push them!
Stay tuned, because next week I'll return with a list of sustainable certification used by fashion companies and a list of sustainable brands.