Fair Trade in Fashion: The Social Movement Placing Consumers at the Forefront of Change.
Fernando Trueba
Product Growth and Marketing Executive | Helping Companies Grow Through PLG | Advisor to High-Growth SaaS Companies
As consumers, we have the power to change the life of millions of people just by making smart purchase decisions.
In our first article of a new series concerning fair trade and sustainability practices in fashion, we define the fair trade movement, and explain how consumers can positively affect the developing world with their purchases. This movement is all about empowering consumers and companies to take action — you have the power to change the fashion industry for the better. As consumers, we must stand up to fashion companies with unfair practices that hurt developing countries. We can – and we should — question everything.
This movement is all about empowering consumers and companies to take action — you have the power to change the fashion industry for the better.
What Is Fair Trade?
You may have seen burlap totes stamped with “fair trade” at a local market, or bought coffee and chocolate bearing the fair trade logo. Most people are familiar with these two commodities, but other categories, like beauty products and home goods, are also starting to gain traction with the fair trade movement. Now clothing has been receiving “fair trade” status, and quite frankly, it couldn’t be at a better time.
The WFTO (World Fair Trade Organization) defines fair trade as, “a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers — especially in the South.”
Whether you work in the fashion industry, are a stylish shopper, or simply buy clothes occasionally, it should be clear that fair trade is a movement that everyone should become involved in.
Companies who operate under fair trade certification are required to pay “fair” prices for materials or merchandise regardless of market fluctuations. This allows third-world farmers, artisans and factory workers a chance to control their income, and therefore, improve their lives.
With ethics at the foreground of this social movement, fair trade exists to reduce poverty, create transparency around trade pricing, and ensure humane working conditions. The WFTO principles and label were created as a worldwide standard to “differentiate between what is fair and just and is unjust and unfair.
Why Should Consumers and Apparel Companies Scrutinize their Clothing Purchases?
Many of the producers in the developing world who make clothing for “fast fashion” brands work in crowded, unsanitary factory conditions, while suffering abuse and being severely underpaid. Oftentimes farmers and artisans aren’t much better off in the countryside, working themselves to the bone and living in extreme poverty.
In 2009, an organization called the Copenhagen Fashion Summit was created to conduct research on the ethical, social and environmental ramifications of the fashion industry. The organization presents those findings at an annual event. The Summit’s 2017 Pulse of the Fashion Industry report states, “Minimum wages in the industry are half of what can be considered a living wage.” Regarding employee health and safety, the numbers are also bleak: “If business continues as usual, the recorded injuries in the industry is projected to reach 1.6 million by 2030 compared to 1.4 million today,” according to the report.
Interestingly enough, experts say that clothing sales are expected to increase exponentially in the near future. While this is undoubtedly great news for fashion apparel companies, it also means a rapid decline for ethics, wages, and the environment in the third world. Unspeakable tragedies such as the 2013 Rana Plaza collapse in Bangladesh could increase, killing more innocent workers. Moreover, companies who choose to cut costs and endanger innocent people risk damaging their reputations and their market valuations.
If business continues as usual, the recorded injuries in the industry is projected to reach 1.6 million by 2030 compared to 1.4 million today
A sustainability initiative and consultancy by McKinsey & Company warns, “The industry’s footprint could expand to catastrophic proportions if business goes on as usual.”
This is generally shocking information to the average fashion consumer. Would you buy a $10 dress knowing that the person who has sewn it only makes a little more than $1 each day (and probably makes dozens of dresses)? Chances are that consumers appalled by “blood diamonds” on the market would have similar feelings towards sweatshop apparel — if they were aware of the conditions that make it possible for them to buy cheap clothing. It may be only a matter of time before Hollywood responds.
Would you buy a $10 dress knowing that the person who has sewn it only makes a little more than $1 each day?
Fortunately, there are a growing amount of organizations and brand initiatives who are implementing fair trade practices and educating the public on their benefits like the aforementioned WFTO and McKinsey. These groups may teach new skills to fashion industry laborers, ensure workers are not unfairly discriminated against, expose corporations who are using child labor, and raise general awareness in the industry.
Another organization that is turning negative headlines into positive ones is Fashion Revolution, a global nonprofit group campaigning for fashion industry reform, specifically in the supply chain.
As consumers, it’s up to us to insist that the clothing we wear is made ethically and priced accordingly.
Fashion Revolution is aware that developing countries often pay a painful price for our developed world clothing bargains. Here are the economics behind this phenomenon: to ensure western retailers make a profit every quarter, there is a huge push to make and sell a higher volume of clothing.
Fashion Revolutions states, “For the past decade, apparel companies have seen rising costs, driven by rising labor, raw material and energy prices. Yet despite the higher cost of making clothes, the price we pay for our clothing is cheaper than ever before. This system isn’t working.”
Fashion Revolution pushes industry leaders to increase their transparency with the #whomademyclothes initiative. Their intention is to keep companies abiding by fair trade practices in the supply chain, and predicting that overt time, this campaign will change how business is done.
Yet despite the higher cost of making clothes, the price we pay for our clothing is cheaper than ever before. This system isn’t working.
The clock is ticking, and consumers have already begun demanding more information about how their clothes are being made. Fashion Revolution makes an encouraging point that “in emerging markets, for example, more than 65 percent of consumers actively seek out sustainable fashion!”
The more awareness spreads about this positive social movement, the brighter the future of fair trade becomes. Whether you work in the fashion industry, or are a stylish shopper, it should be clear that fair trade is a movement that everyone can become involved in. As consumers, it’s up to us to insist that the clothing we wear is made ethically and priced accordingly. We live in an exciting time at the forefront of change. Now, will we take action?
Want to make an impact at home and abroad?
- Shop brands that follow Fair Trade practices.
- Ask the question “Who made my clothes?” and hold brands accountable. Share your findings with Fashion Revolution. (or on social media)
- Become an advocate in your community. Make your friends and family aware of the problem and encourage them to be a part of the solution.
Check out some of the ways you can buy Fair Trade Fashion below.
For Consumers:
Luv.it — Discover and shop the world’s foremost ethically-minded and socially-responsible fashion labels under one roof.
Fashion Revolution — Join the movement.
People Tree — Ethical and Sustainable Fashion that’s good for people and the planet.
Eileen Fisher — Their vision is for an industry where human rights and sustainability are not the effect of a particular initiative, but the cause of a business well run. Where social and environmental injustices are not unfortunate outcomes, but reasons to do things differently.
Patagonia — Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
Indigenous — Use only natural fibers and the softest of organic cotton. The highest of certification standards guarantee that no harmful chemicals ever find their way into your clothes.
Fair Trade Certified Shopping Guides — Fair Trade helps make the right choices the easiest ones.
Everlane — Exceptional quality. Ethical factories. Radical Transparency.
For Companies:
https://wfto.com/membership
https://www.copenhagenfashionsummit.com/