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The second issue of the MEC Beauty and Fashion 2.0 newsletter focuses on sustainability and fashion. This issue summarises tactics implemented by companies so as to make an ethical difference in the world of fashion.
These cases are just a few examples of the many initiatives in market at the moment. Adidas has committed to use only sustainable cotton for all of its brands by 2018. Furthermore, more than 95% of Levi’s products are made with cotton and on a local level Melbourne designer Toni Maticevski shut down his offshore licensing so that all products 100% Australian made.
As the world continues to focus on the impact of our day to day choices on the ecosystem it is imperative that all brands stand up and take notice.
The second issue of the MEC Beauty and Fashion 2.0 newsletter focuses on sustainability and fashion. This issue summarises tactics implemented by companies so as to make an ethical difference in the world of fashion.
These cases are just a few examples of the many initiatives in market at the moment. Adidas has committed to use only sustainable cotton for all of its brands by 2018. Furthermore, more than 95% of Levi’s products are made with cotton and on a local level Melbourne designer Toni Maticevski shut down his offshore licensing so that all products 100% Australian made.
As the world continues to focus on the impact of our day to day choices on the ecosystem it is imperative that all brands stand up and take notice.
The second issue of the MEC Beauty and Fashion 2.0 newsletter focuses on sustainability and fashion. This issue summarises tactics implemented by companies so as to make an ethical difference in the world of fashion.
These cases are just a few examples of the many initiatives in market at the moment. Adidas has committed to use only sustainable cotton for all of its brands by 2018. Furthermore, more than 95% of Levi’s products are made with cotton and on a local level Melbourne designer Toni Maticevski shut down his offshore licensing so that all products 100% Australian made.
As the world continues to focus on the impact of our day to day choices on the ecosystem it is imperative that all brands stand up and take notice.
As we all come down from the excitement of MBFW Australia and Easter upon us I thought it was an appropriate time to focus on corporate social responsibility and fashion.
I think its fair to say that the emergence and popularity of fast fashion has come at the expense of our environment. It is shocking to acknowledge that discarded clothing makes up 4-5% of waste going into our landfills. Furthermore what has become apparent is the number of companies that have exploited garment workers in foreign countries to keep costs down and/or keep up with the demand of producing clothing that replicates catwalk trends.
However what is encouraging to note is the number of people willing to change their practices. In this issue I have highlighted companies that have been implementing changes so as to provide clothing that the consumer can feel good about wearing. Not just because of the brilliant design but comfort in the knowledge that it is ethical and sustainable.
Happy reading
Lauren Turner H&M Conscious Collection
Concept: - In 2010 H&M launched its first collection of clothing made from organic/recycled materials. The CEO also set a company goal to use only sustainable cotton by 2020. - In 2011 the company launched the first conscious collection featuring clothing made from organic fabrics such as cotton and linen, recycled polyester and Tencel. - 2014 sees the launch of the 3 rd conscious collection designed in collaboration with sustainable fashion think tank Ever Manifesto and fronted by Amber Valletta.
The Result: In 2010 H&M used 15,000 tons of organic cotton which is a 77% percent increase from 2009. By 2011 the company was the largest buyer of organic cotton, superseding Walmart. In addition the companys commitment to improving wages at supplier factories have lead to an 81% increase in the minimum wage in Bangladesh.
MEC opinion: H&M is one of the first fast fashion labels to identify the growing consumer interest in sustainable products and they identified the need to demonstrate their credentials in this area. This counteracts the concept that H&Ms growth is at the expense of the environment. Sustainable Showcase at MBFWA
Concept: - After noticing that there was no organisation celebrating the work of ethical fashion in Australia, Clean Cut was established in 2013 to foster sustainable fashion designers. - Clean Cut provides online resources, events and industry consultations to support labels, retailers, media and industry bodies as they make choices toward fashion that is fair. - In order to expand their footprint in the industry ,Clean Cut organised the first ever green runway show at this years MBFW Australia.
The Result: Held on the fifth day of the fashion calendar the show featured 8 international and local sustainable brands. All labels utilised sustainable fabrics, exhibited ethical and local production and have guaranteed fair-trade accreditation. Multiple online news articles covered the event including Marie Claire and news.com.au .
MEC opinion: By tapping into the publicity and buzz around MBFWA Australia, Clean Cut had the opportunity to get consumers thinking about the issues of sustainability whilst demonstrating that style doesnt have to be compromised. Australian Ethical Fashion Brands Taking a Stand
Concept: - On 21 st March 2014 the Federal Government made the decision to remove all funding for Ethical Clothing Australia (ECA) and to abandon its ethical procurement guidelines. - Australian brands, including Cue, have expressed their disappointment in the decision and the risk it will have for ethical Australian fashion.
The Result: ECA runs an internationally-recognised accreditation program, assisting and supporting homeworkers through ensuring lawful wages and conditions. The fear within the industry is that these funding cuts are giving a green light to exploitation. Cue CEO, Damien Peirce-Grant, warned that these changes could lead to ''the deterioration or collapse'' of the industry.
MEC Opinion: The ethical manufacturing of clothing in Australia is a great advantage point for Australian fashion worldwide, attracting much interest, especially amidst the growing global concern for ethical clothing. It will be important to monitor the impact this decision has on the Australian Textiles and Fashion industry as a whole.
Fashion Revolution Day
Concept: - Fashion revolution day was created to mark the anniversary of collapse of the Rana Plaza in Bangladesh which killed 1133 people and injured 2500 others. - On April 24 consumers are being asked to consider who made your clothes. The idea is for fashion lovers to wear their clothes inside out (#insideout) , take a selfie, hashtag it and share it on social media. - The ambition of the initiative is to promote awareness of conditions in off-shore garment factories. Essentially forcing labels to question their own supply chains and for consumers to demand that designers produce ethical clothing.
The Result: Social media presence has already started building with the Fashion revolution Facebook page recording 4,692 likes and the Australian version recording 299 likes. Fashion revolution has been tweeted 2,172 times, and #insideoutproject has 10,960 posts on Instagram.
MEC Opinion: This global initiative is tapping into the power of social media to help build presence and create widespread mindfulness. Contact
For more information about any of the articles please contact
ECA Government funding cut http://www.ragtrader.com.au/news/industry-bites-back http://www.smh.com.au/national/red-tape-swath-raises-fears-of-the-sweatshop-20140329- 35qez.html#ixzz2yw67vcaV http://www.ethicalclothingaustralia.org.au/news-and-events/government-abandons-support-for-ethical-textile- clothing-footwear-industry/
Fashion Revolution Day http://www.abc.net.au/local/photos/2014/04/08/3981344.htm http://www.smh.com.au/lifestyle/fashion/fashion-news-20140404-3621v.html
Editors Photos credited to http://snappystreet.com.au/tag/street-photography/ All other images are sourced from Google images