So You Think You Are Fashion-Conscious?

A look at one Aussie business challenging what it means to be fashion-conscious.

Seasons come and go, but the fashion-conscious remain committed to staying up-to-date with the latest trends.

Fashion is by definition ever-changing. Clothing retailers are forced to churn out clothing at a rate fast enough to satiate our appetite for always being ‘on point’. But staying on-trend comes at a cost to ourselves, textile workers and the environment.

That is why, Conscious Wardrobe are trying to redefine what it means to be fashion-conscious. We’d like to see consumers become conscious of where their clothing comes from, putting pressure on retailers to take a closer look at their supply chain.

The State of the Australian Fashion Industry

In 2013, The Australian Fashion Report found that nine out of ten companies supplying clothes to Australian consumers did not know where their cotton was sourced. The report graded 59 apparel companies (who supply more than 200 Australian clothing brands) on their policies, transparency, supply chain traceability and worker rights.

This investigation however did come with limitations, as companies who did not participate in the survey automatically received an F grading. While imperfect, the Australian Fashion Report is a daring attempt to increase the transparency of supply chain management. Detailing the intricacies of supply chains after all is no easy feat, especially for larger companies.

This lack of transparency is part of the problem we are trying to solve at Conscious Wardrobe. This is why we aim to provide a trustworthy platform for ethical designers to showcase their clothing. We want to create a community of well-dressed warriors who defend their right to clothing that doesn’t cost the earth.

While creating an ethical supply chain is a complex task, some companies are turning their ability to do this task well into a point of difference from other clothing companies. I sat down with one Aussie company doing just that.

An Aussie Company Challenging Industry Standards

After looking at The Australian Fashion Report, my attention was caught by a brand that was clearly ahead of the pack of companies looking to promote their sustainable practises. The company was ranked as the most ethical brand in Australia as a part of The Australian Fashion Report. I knew I had to get in touch.

At first glance, they seem like a quintessential Aussie brand with a laid-back selection of thongs and t-shirts. But there is a difference. The brand is Etiko. Look no further than their name to figure out what this brand it all about, with the word Etiko being derived from a greek word meaning ethical.

Looking through their website, it’s not hard to see why they received a glowing review from The Australian Fashion Report. They aim to employ ethical practises are at every stage of their supply chain, which makes me surprised more people haven’t heard of them. However, like Leo and the Oscars, hopefully their time too will come.

Image source: Australian Financial Review

The man who started it all is Nick Savaidas. A Monash alumni, after graduation Nick went on to be a high school teacher.

Being involved in school soccer, Nick created Jinta which manufactures fairtrade soccer balls and Etiko formed soon after.

Nick understood what it was like not to receive a fair wage. Growing up his mother would sit sewing clothing for hours on end for what seemed like an unjust wage compared to the price at which those garments were sold.

As a company which is just ten years old, Etiko’s youth gives them an edge. Unlike more well-established brands, Etiko was able to build its sustainable practises from the ground up, rather than trying to re-fashion old industry standards. Sadly, for many large corporations sustainability is little more than a marketing exercise.

Image source: Alister Kitchen

Figuring out whether a brand really is ethical is difficult. With an increasing number of people looking to live a healthy and sustainable lifestyle, green-washing is everywhere.

How do I know if a brand is ethical?

The “best way for consumers to know is to look for accreditation”, says Nick.

Indeed Etiko has plenty of accreditations to back up their claims to sustainability. Etiko was the first non-food brand to gain fairtrade certification (Australia/New Zealand/Pacific Region).This assures garment works fair labour rights and a liveable wage.

They won Australian Fairtrade Product of the Year in 2013. Their fairtrade products have even funded over 300 micro businesses in Pakistan.

On top of this, Etiko products are also certified by the Global Organic Textile Standard (GOTS). I make the point that Etiko seems to be an exception in the Australian fashion industry. Many companies are not able to think through their supply chain from farm to point of sale as Etiko does.

Why should I choose ethical clothing options?

Nick responds:

“Most people are aware of exploitation. If you ask most Australians whether they oppose the issue of child labour, I’m sure most people would say ‘yes’.” Nick explains. He argues that

“The problem is that doesn’t always mean that their words will translate into action.”

I’m sure most of us are guilty of only really considering price and appearance when buying clothing. Conscious Wardrobe is trying to make consumers more aware of the things they can’t see in a garment, like the labour and environmental cost of a garment.

As sustainability advocate Anna Lappe writes,

“every time you spend money, you’re casting a vote for the kind of world you want.”

Working towards Greater Transparency

Etiko and other sustainable fashion brands are shining examples of how much we can improve the way we manufacture clothing.

From scanning the Australian fashion industry it seems like young brands like Etiko are really driving the move towards ethical fashion.

The challenge comes with establishing Australian brands who not only think about the way a garment looks but who also consider the way in which a garment in made.

We hope that as consumers become aware of these brands, Australians will start to choose more ethical clothing options, transforming the fashion industry from the bottom up.