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Ginger & Smart support ethical manufacturing
12
May '11
Fashion duo Ginger & Smart have discovered that their customers like more than just their clothes – they have seen an increase in support from shoppers following their move to become accredited by Ethical Clothing Australia.

This year's Rosemount Australian Fashion Week (RAFW) marks the first anniversary of Ginger & Smart becoming officially accredited with Ethical Clothing Australia. Designers Alexandra and Genevieve Smart want this year's fashion week show to be an opportunity for their association to become further highlighted.

Once a brand becomes accredited, Ethical Clothing Australia's labelling system helps consumers make an informed choice towards ethical shopping - the Ethical Clothing Australia trademark on a garment means everyone involved in its production received fair wages and works in decent conditions.

According to Genevieve Smart, there has been increasing consumer reaction to accreditation by Ethical Clothing Australia.

“While it is a move we chose to make due to our own beliefs in how the Australian fashion industry should be regulated, it is refreshing to hear from our customers that ethical manufacturing is also important to them as purchasers,” Genevieve explains.

“Since we've been labelling our garments with the Ethical Clothing Australia swing tag, we've seen an increase in interest from shoppers and many have commented that they'd prefer to buy Ginger & Smart over other brands that aren't transparent about the ethical production of their garments.”

Eloise Bishop, media and communications coordinator for Ethical Clothing Australia, which is a federal government funded initiative, points out that unfortunately 'Australian-made' does not always mean ethically made.

She says it is imperative for high-end fashion labels such as Ginger & Smart to be trailblazers in raising both the fashion industry and consumer awareness of the importance of the ethical production of Australian fashion.

By registering with Ethical Clothing Australia, clothing businesses are committing to take certain steps to keep their Australian-based supply chains transparent and ensure that they and any sub-contractors are compliant with the relevant Australian laws.

Labels that have joined the Ethical Clothing Australia accreditation program include Lisa Ho, also showing at RAFW this year, Colette Dinnigan, Nobody Jeans, Jets Swimwear, Veronika Maine and Cue.

GINGER & SMART designs for women who embrace the chic, modern and effortless and appreciate that fashion is an expression of individuality. This sense of cool confidence and discovery underpins the design aesthetic of the label and its product mix.

Ethical Clothing Australia


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