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Most American customers don’t care about sustainability. Their priorities are: cost, value (quality), then style comes in third place. People are willing to pay more for higher quality and people who can afford designer clothing will pay extra for style. But they are a small portion of the US market.Studies have shown that people would rather work for a company with ethical practices. Young people are especially interested in doing work they find meaningful, that they feel is making the world a better place in some way.Some important groups include:The Sustainable Apparel Coalition: http://www.apparelcoalition.org/Global Organic Textile Standards: http://www.global-standard.org/Ethical Fashion Forum: http://ethicalfashionforum.ning.com/Made By: http://www.made-by.org/Climate Counts: http://climatecounts.org/scorecard_sectors.php?id=11Recycle Match: http://www.recyclematch.com/browse/textiles-and-fibersBetter Cotton Initiative: http://www.bettercotton.org/
For example- Don’t donate to children’s charities unless their parents are also earning a living wage making your products.locally made products strengthen your economy while fair labor practices overseas help families succeed. Less poverty equals less war, terrorism, etc.Stories that foster a sense of connection help sell products. Tom’s is an excellent example, as are products using fair trade sourcing.
http://www.nike.com/http://www.toms.com/http://www.ekocycle.com/http://www.patagonia.com/http://burningtorchinc.com/ (warning: press mute before entering!)
Burning Torch coat $409 made in small lots Greg Lauren jacket ~$1500 one of a kindBoth are made in LA, sold at fine retailers
H Brothers jacket $140Levi’s $58 (waste>less)-$128 (ekocycle + waste>less) –the ekocycle partnership justifies 100% price increase?Both are made in China. Levi’s states their labor policy here: STANDING UP FOR WORKERS' RIGHTSIn 1991, Levi's® implemented its Terms of Engagement to help improve the lives of apparel workers in factories around the world. As the first apparel company to set standards for suppliers globally, Levi's® terms have become known as the "code that launched a thousand codes," remaking the way the apparel industry is run.On the 20th anniversary of our first TOE, we recently recommitted to not only enforce our current requirements for factories but to take our programs one step further thorough pilot programs that seek to improve the lives of workers outside the factory walls.We also created the Social and Environment Sustainability Guidebook to benefit members of the Levi's® family. The guidebook covers topics ranging from safety guidelines for garment makers to Freedom of Association.source: http://goo.gl/mrlRP0H Brothers simply mentions using overseas factories here: http://www.hallensteins.com/history But as a smaller brand than Levi’s they’re not examined as closely.
TEKO presentation on recycled fashion
Sustainable Fashion LA
How To Make Sustainable Fashion Sexy
Presentation For TEKO
Cost becoming value
Convincing customers of value
But it still has to compete on other parameters
Employee involvement policies
Make sustainability part of everyone’s job, not just the
People are likely to be more loyal to an employer
whose values match their own, who treat the world
Sustainable Materials Resources
Partnering with industry groups to prove market exists
Using recycled materials as a differentiating point
Make a better product
(sexy/chic/priced right/well-made/ ...) and Sustainable
CSR strategies should be relevant to core business
Focus on responsible production before aiding causes
Tell the story, give customers pride in ownership
People are much more likely to be drawn to stories,
especially about other people
Explain why it cost you more to make it
Nike: evolved from worst reputation by shifting focus from
labor to environment, and improving labor practices.
Tom’s: buy a pair, give a pair model copied widely
ekocycle: Will.i.am & Coke partner with brands who need
Message is clear, and well-communicated via celebrity
Easy to shop for products on ekocycle.com, which links to retail
Patagonia: industry-leading quality, responsibly made within
their price points
Burning Torch: led the way in recycled fashion, now Ralph
Lauren’s cousin is following suit
Burning Torch Coat Greg Lauren Jacket