Swedish brand Asket launches new garment labeling standard

27 Apr '18
2 min read
Courtesy: Asket
Courtesy: Asket

Swedish menswear brand Asket recently implemented a new garment labelling standard called ‘Full Traceability’ that offers customers detailed information about the garment, including manufacturing process, name of stylist, type of cotton seed and place of manufacture. It will replace the traditional ‘Made In’ labels found in most clothing items.

The company’s first cent per cent traceable garment is the Oxford Shirt and the rest of its permanent collection will follow the labelling by the end of this year, it announced in an Instagram post.

Participating in this year’s Fashion Revolution Week, being observed worldwide on social media between April 23 and 29, Asket is urging the industry to follow the new standard.

The social media initiative is undertaken every year by Fashion Revolution, a global movement that works for a more sustainable fashion industry, campaigning for systemic reform of the industry with a special focus on the need for greater transparency in the fashion supply chain.

Though the #FashRev movement has been encouraging customers for years to ask for more information and brands and suppliers to provide the same, the information on where and how the garments are made isn’t readily available, says co-founder August Bard Bringe´us.

The company has created a #WhoMadeMyClothes tag to popularise the movement. (DS)

Fibre2Fashion News Desk – India

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