Category Archives: Consumer Education

Fashion Futures

Fashion Futures, a new report out of Forum for the Future in partnership with Levis Strauss & Co., has predicted 4 scenarios for the future of the fashion industry (see below).

Here is an excerpt from the Executive Summary:

“Fashion Futures is a call for a sustainable fashion industry. We want companies in all sectors to wake up to the immense challenges that are already shaping our world, to address the serious risks and seize the rich opportunities they present. It’s designed to help them take action which will safeguard their future, protect our environment and improve the lives of their customers, workers and suppliers around the world.” (Fashion Futures, pg. 5)

Slow is Beautiful

 

Slow is Beautiful from Alex Johnson on Vimeo.

Community Couture

Community Couture from Alex Johnson on Vimeo.

Techno-Chic

Techno-Chic from Alex Johnson on Vimeo.

Patchwork planet

Patchwork Planet from Alex Johnson on Vimeo.

Tracing Trash

Trash of Your Society (T.O.Y.S.), an art project of theSYNdicate, is on tour investigating the after-life-cycle of products, or artefacts (a.k.a. trash). Do you know what happens to your products once you’ve tossed them?

Here is part of ‘The Concept’:

The footsteps or traces that refuse leaves internationally, are the subject of the art project of theSYNdicate: how countries deal with refuse in different parts of the world; the global cycle of refuse; the dimensions of European refuse in Africa.

Transport routes of primary products as well as of finished consumer goods cover long distances, in this globalised world, with many stages, and with goods passing through many hands: sometimes transported goods describe a cycle, other times goods travel in a more one-dimensional perspective.

At the end of a cycle, for example, a number of high quality goods from the southern parts of the world land in Europe, to be sold at high prices, with a hefty profit margin – which drives turnover and stock exchange assets. African countries (and other continents and countries with similar social and economic conditions) are the destination, the recipients, of refuse: the results of agrarian over-production, electronic junk, garments (often second hand clothes), and many similar goods. In this cycle, the places that are the countries of origin (right at the start of the cycle), are left mainly with refuse and package material. Africa – the First World‘s testing ground or laboratory, and self-service shop.

You can buy stock in the project for 35Euro, and receive a piece of upcycled art.

Follow along their journey through the TOYS Blog. The images and stories may surprise you!

Source: psfk

Images via the TOYSTOUR

Bamboo// Continued Misconceptions

With the current spotlight on ‘green’ fashion over at Vogue U.K. via Livia Firth and the Green Carpet Challenge, we were surprised to see bamboo as designer Linda Loudermilk’s fibre of choice for Colin Firth’s suit at the premier of Tom Ford’s “A Single Man” in Paris.

Despite the comments out of Loudermilk’s office, we’re not quite convinced it was a responsible choice. Even if we were to believe that this bamboo was in fact not rayon, meaning that it was mechanically processed, not chemically processed, and that such mechanical processing was done without violating any human rights, we still think it’s an inappropriate fibre to showcase due to the global misconceptions on the use of bamboo as a responsible fibre both within and outside of the ecofashion movement.

Why not utilize the opportunity to showcase this design in linen, hemp or peace silk?

Here is a refresher on the potential social and environmental (not to mention cultural and economic) consequences of the use of Bamboo fibre, taken from our Fibre Analysis:

Still don’t believe us? Still not convinced? Read more on treehugger, the Competition Bureau of Canada, and Ecotextile News (re: FTC).

What do you think readers? When will the bamboo rayon train leave the ecofashion station?!?!

Source: treehugger and Vogue UK

Can Design Change Behaviour?

This question was answered recently by Banny Banerjee, Director of the Stanford Design Program and Associate Professor of Mechanical Engineering.  In short, his answer is YES!

““Our behavior is deeply influenced by the norms and frameworks that surround us and design can be used to create systems and experiences that work with an underlying understanding of human behavior and cause people to fall into entirely new patterns of behavior,” says Banerjee, an associate professor of mechanical engineering.

Because behavior can be influenced—not just observed—it provides an important opportunity for tackling complex challenges such as sustainability.”

“That opportunity is perhaps best addressed with design. Uniquely trained to simultaneously consider human factors, technology and business factors, designers can help identify a behavioral goal (e.g. reduce energy use) and then work from that to employ the best systems, ideas, experiences, and technologies to enable alternate realities in the future.”

Banerjee’s work, which is related to energy consumption in the home, has shown that designers should focus on ways to appeal to the ‘irrational‘ side of consumers.  That’s the side that chooses to buy the designer t-shirt even though a generic brand t-shirt of equal quality is available at a much lower price.  According to ethnographic research,

“…consumers are not swayed to adopt solar power based on a rational comparison of dollars per watt, as much as on whether their neighbors have taken the plunge. Also, people do not have an intuitive understanding of energy like they do with time and money. It does not appear to be enough to flatly inform people of the facts of their energy usage. Instead emotional motivation, habits, and tiny choices that people make in their day-to-day lives without necessarily being conscious of them are important factors in how a crucial resource such as energy gets used.”

Can these ideas be applied to fashion design?  Absolutely!  Think of the previous passage like this:

…consumers are not swayed to adopt solar power ethical fashion based on a rational comparison of dollars per watt unit, as much as on whether their neighbors have taken the plunge. Also, people do not have an intuitive understanding of energy the impact of their consumption decisions like they do with time and money. It does not appear to be enough to flatly inform people of the facts of their energy usage the impact of their consumption decisions. Instead emotional motivation, habits, and tiny choices that people make in their day-to-day lives without necessarily being conscious of them are important factors in how a crucial resource such as energy gets used consumption decisions favour sustainability.

The current fashion industry is largely driven by a ‘fast-fashion’ trend.  A popular arguments is that the consumer is driving this trend and companies that do not comply will fail miserably.  The problem with this argument is that it assumes that the consumer is at the bottom of a pyramid of responsibility and the designer is, of course, at the top simply creating products needed craved by consumers.  But, if designers, through their actions (read: designs), can change behaviour, responsibility is suddenly shared between parties involved in the system (including brands).

In a conversation with Mary Hanlon, she brought up the idea of applying design concepts to address sustainability.  Using end-user experience as a focus, Mary made the following point:

“When we consider that the impact of a garment on the user side of the life-cycle is often larger than on the production side, it becomes clear that the consumer experience cannot be ignored.  We need to change the norms and frameworks that surround consumers to create systems that move toward sustainability.  If fashion designers are able to change consumer perception through aesthetic based frameworks, they have the responsibility to change behaviour.”

Changes in consumer behavior can be done through a variety of strategies including the choice of materials and effective labelling of care requirements which was discussed before on SA.  Some other strategies can be found here.  Perhaps the most recent example is that of Brazilian company Tristar Jeans which advocates freezing your jeans instead of washing them which is only necessary to remove stains.  Also, their jeans are reversible allowing longer wear time between washes.  For more on Tristar click here.

Midway: Message from the Gyre

“We’ve lost our sense of outrage” (Chris Jordan, TEDtalk, June 23, 2008).

How do we change? We change through behaviour, says photographer Chris Jordan.

His book, Running the Numbers: An American Self Portrait, is available for direct purchase through his website, and also via Amazon, through the SA [reading list].

This short film speaks for itself:

Jordan presents his research and master imagery in TEDtalk: Picturing Excess:

Source: chris jordan photographic arts

Fashioning an Ethical Industry Bulletin

Events:

25th February 2010: Fairwear Fashion Show at Bristol Cathedral featuring the premiere of the Emma Watson collection for People Tree as well as many more fair trade fashion brands. Booking essential to avoid disappointment

8th and 9th May 2010: The Slow Textiles Conference at the Stroud International Textiles Festival in Gloucestershire. This two day event aims to be a comprehensive introduction to the subject and to stimulate discussion in and around the various and overarching themes central to Slow. Speakers include Becky Earley, Emma Neuberg, Clara Vuletich and Philippa Brock. For further information and to book tickets.

14th May: Create Sustain Ability: The Art Design Media Subject Centre’s (ADM-HEA) 2010 Annual Forum will focus on the subject of Education for Sustainable Development. The Forum aims to support art design and media subjects to develop curricula and pedagogy that will help students develop the skills and knowledge to live and work sustainably. For information on submitting an abstract to the conference or registering to attend.

Resources:

Book: Clean Clothes: a global movement to end sweatshops. The worldwide anti-sweatshop Clean Clothes Campaign marked its twentieth year in 2009. To coincide with the anniversary a new book on the movement was launched, Clean Clothes, by Dutch writer and photographer Liesbeth Sluiter.

Opportunities:

Competition: No Chains t-shirt design competition – a collaborative project undertaken by the two worker cooperatives La Alameda in Argentina and Dignity Returns in Thailand, seeks artists, designers, and activists to assist in creating images for a global sweat-free brand of t-shirts to be launched in April 2010. Deadline for applications is the 25th February 2010. For more information and to get involved.

Competition: Student Essay Competition – ADM-HEA invites students on UK-based art, design or media higher education courses to enter this year’s essay competition and answer the question; Learning to live sustainably – how can your subject area contribute? The overall winning submission will receive £250.

Internships: Himalayan Highlands Summer Exhibitions Ltd, currently the largest importer of Fair Trade products into Scotland, are looking for a Knitwear Design intern and a Fashion Designer/project manager to be based in Kathmandu Nepal. The deadline for application is the 10th February.

Competition: 2010 Green Gown Awards – this year’s awards are now open for submissions. The Green Gown Awards, now in their 6th year, recognise exceptional initiatives being taken by universities and colleges across the UK to become more sustainable.

News:

Improving factory conditions in Bangladesh: This month BBC Radio 4’s Just Business reported on the story of Windy Group, a supplier in Dhaka, which illustrates the power that fashion retailers have to bring about real change for workers.

With the Vancouver Winter Olympic Games just around the corner, the Play Fair Alliance are calling on sportswear brands, such as Nike, adidas, and Puma, to eliminate sweatshop abuses in their global supply chains. Find out what your favourite sportswear brand is, or is not doing, to ensure workers’ rights are respected.

For more on “Clearing the Hurdles,” click here.

Source: FEI

Gallatin Eco-Fashion Week

“Save the dates for a dynamic line-up of informative lectures and panels, roundtable discussions, educational workshops, presentations, art installations, and fashion shows that will uncover the trends emerging throughout the world of eco-fashion. The majority of ideas featured at Gallatin Eco-Fashion Week 2010 will highlight the unique, original research of Gallatin community members.

Gallatin Eco-Fashion Week not only recognizes environmentally and socially responsible fashion, but also critically examines what the terms “eco” and “green” really mean within the fashion world. The event is organized by a diverse committee comprised of students, alumni, faculty, and administrators.” (NYU, Gallatin Eco-Fashion Week)

Here is the Schedule:

Monday, January 25

Opening Night
“Eco Chic: Art Representation & Green Living” panel discussion
5:30 – 8 p.m.

Tuesday, January 26

Gallatin Galleries Exhibit
Eco-inspired works by the Gallatin community
9 a.m.–7 p.m.

“Shades of Green”
Eco Talks
10 a.m. – 12 p.m.

“Shades of Green” lunchtime roundtable discussions
12:30 p.m. – 2 p.m.

Fashion Workshop
“Working with Sustainable Materials”
2 p.m. – 5 p.m.
Please RSVP

Wednesday, January 27

Fashion Workshop
“Fashion Sketching for the Aspiring Designer”
12 p.m. – 2 p.m.
Please RSVP

Workshop
“Up-cycling for Accessories”
3 p.m. – 5 p.m.
Please RSVP

“Haute Eco-uture” Fashion Show
Featuring designs by Gallatin students and alumni
6:30 p.m.

All events will be held at the NYU Gallatin School of Individualized Study / 1 Washington Place, New York, NY, 10003 (valid ID required toenter building).

For more information: contact Jessica Lee.

Title: Gallatin Eco-Fashion Week
Location: New York
Link out: Click here
Start Date: 2010-01-25
End Date: 2010-01-27

Source:  NYU and Ecouterre

Green Carpet Challenge

“We can’t celebrate good intentions, we have to celebrate beauty” (Dilys Williams, London College of Fashion)

We’ve really been enjoying watching Mr. Darcy actor Colin Firth’s wife Livia Firth challenge herself to take on ethical fashion this award season. Livia is no stranger to ethical style, however, considering she’s the owner of ethical shop Eco Age in London.

She’s been blogging about the Green Carpet Challenge over at Vogue UK, so that we can follow along with her on this incredible journey. Along the way, she’s been interviewing ethical fashion gurus like London College of Fashion Dilys Williams and ethical designer Christopher Raeburn.

Be sure to follow her as she takes on this challenge!

Predictions for the Future of Apparel Sourcing

To close off 2009, Clothesource released “The World of Apparel Sourcing: 2010-2012”. The report forecasts sourcing trends in over 60 countries. Here is a small summary of what the report covers:

“The World of Apparel Sourcing 2010-2012 looks at the trends that influenced apparel sourcing between 2007 and 2009 and reviews which of them are likely to change between 2010 and 2012. It then makes detailed forecasts for the net effect on apparel exports from over 60 countries in 2010, 2011 and 2012.” (Clothesource) Click here to download the Management Summary, and to purchase the report.

Recently, on their blog, Clothesource Comments, Michael Flanagan outlined “The Twelve (Probable) Laws of Apparel Sourcing from 2010 to 2012” (in twelve separate posts).

Here is just the beginning of each (probable) law of apparel sourcing, to wet your appetite and encourage you to read-up on them.

1. There are no new sourcing hotspots:

“Now as long as we’ve been commenting on garment sourcing, people have been   asking us what new hotspots are emerging. For years now, we’ve been saying there aren’t any. But there’s always a “what about…?” rejoinder. So – what about [click here to read more]”

2. For most emerging-market factories, it’s China (and Vietnam a bit), not the recession:

“Total clothing imports by rich countries fell 4.2% in the third quarter of the year. But from countries outside China, imports fell 9.8%. If China, Macao and Hong Kong together had kept their share of world trade in Q3 2009 at the 42.6% they held in 2008, their clothing exports would have fallen by just 4.2% [click here to read more]”

3. Global instability is bankrupting factories – recession or no recession:

“The real impact of the recession so far, though, has been on financially weak factories.

Each twist in constantly changing energy and raw material costs, and interest and exchange rates, weakens a new group of suppliers. An epidemic of delayed and dishonoured payments in the winter of 2008/9, together with reduced and cancelled orders, tipped many businesses over. Such fluctuations will still devastate undercapitalised businesses even if sales start growing [click here to read more]”

4. What recession didn’t kill, recovery won’t cure:

“Throughout the world since mid 2008, garment factories have been reportedly closing, and workers losing their jobs, at unprecedented rates. Naturally this has been blamed on the recession [click here to read more].”

5. China just did what it had to for garment exporters to survive. It’ll probably keep doing that:

“Through the recession, China changed its laws, offered hundreds of billions in credit for exporting businesses and changed its tax rebate system – all to keep its exporting companies alive. Its government showed unmatched determination to keep its garment exporters in business. Probably, we’ll see similar determination in the future [click here to read more].”

6. Sharper Asian operations have also undermined European and Central American competitiveness:

“The biggest sufferers from China’s growth at the end of this decade have been Europe’s and America’s neighbours [click here to read more].”

7. Prices seem to be forever falling:

“Pricing is the central issue in sourcing. And it’s often misunderstood.

Wholesale clothing prices have been coming down since Western manufacturers started moving their sourcing offshore [click here to read more].”

8. “Ethical” sourcing has to be properly understood:

“Everyone wants ethically-produced clothes. But few customers are prepared to pay for them [click here to read more].”

9. An economist’s “recovery” doesn’t mean demand increases:

“Though economists keep telling us there’s a recovery going on, few retailers would agree. And, if they’re honest, few emerging-market garment makers would either [click here to read more].”

10. Protectionist barriers are falling, and few are likely to be re-erected:

“The world trade in garments is largely about rich countries importing from poorer ones. And – quite contrary to widely believed myths – those rich countries have been dropping their barriers against apparel imports consistently for the past five years. How likely is that trend to reverse? [click here to read more]”

11. Entire countries’ apparel industries are currently under threat:

“Clothing manufacturing in surprisingly many countries is threatened by proposed changes in duty-free arrangements, or by political instability. And China’s growing strength is putting growing pressure on the viability of many others’.

A large group of countries remain competitive because they enjoy preferential duty concession in rich countries that their rivals don’t. But this competitive advantage is under heat from four directions [click here to read more]”

12. In the post-post-quota world, China’s currently got the edge:

“During 2009, garment sourcing moved from the post-quota world to the post-post-quota world. And many countries that seemed to do well when quotas first came off might be far less able to survive in tomorrow’s post-post-quota world [click here to read more]”

Of particular interest to SA, is (probable) law 8. According to Clothesource, consumer apathy toward ethical concerns within the supply chain can encourage corporations to turn a blind eye to human rights violations. While understanding that consumers have a role to play isn’t breaking news, Clothesource confirms two commercial reasons corporations should get behind ethics: happy workers and the cost of public scandals. Of course, the issues are more complicated than they seem…

Be sure to follow Clothesource to make sense of it all.

SHIFT

“As part of SHIFT from 29 January – 1 February the Centre for Sustainable Fashion will present:

The first ever graduate showcase from London College of Fashion’s MA Fashion & the Environment
The work on display will explore a range of opportunities and design challenges where ingenuity and resourcefulness are inspired through living within nature’s limits, putting human wellbeing at the heart of creativity and questioning the current status quo.
On Monday 1 February we are inviting industry representatives, press and prospective students to hear presentations from the students on their work. Contact us if you would like to attend.
More on MA Fashion & the Environment

Highlights from Fashioning the Future 2009 – The international student awards for sustainability in fashion
Fashioning the Future brings together a global community of creative thinkers and doers, designers, innovators and entrepreneurs with many different skills, locations and perspectives on the many facets of fashion. The winners of the 2009 awards will be profiled alongside information on how to apply for the 2010 awards.
More on Fashioning the Future

Local Wisdom by Kate Fletcher
Local Wisdom seeks to recognise and honour sustainability activities in fashion that exist at the level of the user. This project captures and celebrates personal stories relating to garments, giving fashion a platform to flourish and inspire. Reader in Sustainable Fashion Kate Fletcher will be leading a live session on 30 January from 12.00 – 17.00 where members of the public are invited to share the story of their clothes with the project team and be photographed wearing them.
More on Local Wisdom” (CSF)

Title: SHIFT
Location: London
Link out: Click here

Friday 29 January 17.00 – 22.30
Saturday 30 January 12.00 – 22.30
Sunday 31 January 12.00 – 22.30
Monday 1 February 12.00 – 17.00

Start Date: 2010-01-29
End Date: 2010-02-01