The Show Your Label Campaign to support the global fashion revolution movement was started by Fairtrade India in April 2015 to take the question of 'who made my clothes' further to 'who grew my clothes'. The online campaign has now become a successful ethical fashion movement in India with real commitments to Fair Fashion being made in the Fairtrade ecosystem.
“What started out just as an online awareness campaign has now expanded into a pan-India movement with Fashion Revolution India leading a wide coalition and Fairtrade India being a key partner along with other collaborators, ambassadors and sustainability initiatives. The movement has grown significantly and attracted the attention of the mainstream including several celebrities and key influencers who have reinforced the message of the movement,” said Abhishek Jani, chief executive, Fairtrade India, in an interview with Fibre2Fashion.
“The movement is also gaining traction with younger brands. However, we still have our job cut out to get larger mainstream fashion brands in India to make significant commitments towards sustainable and fair fashion and getting more consumers to demand for fair and sustainable fashion as a fundamental requirement that ensures that farmers and factory workers have access to better living conditions and that our environment is also protected,” added Jani.
The movement has had a noticeable impact, according to him. “In the Indian context, not only are we seeing the impact in the context of the sustainability dialogue and emphasis by the global brands operating in India, but also an ecosystem of Indian sustainable brands also being developed that are giving people fairer alternatives.”
As the consumer awareness and engagement through movements like Fashion Revolution has been growing, brands are embracing different aspects of sustainable fashion. Though most brands are starting off by choosing only some environmental aspects of the impact of their production, few are looking at their production impact holistically-at the social, environmental and economic impact. More and more brands are talking about environmental impact such as using sustainable raw materials, the water footprint, or carbon footprint, waste and chemical discharge or lifecycle analysis of their products, stated Jani.
Concerned about the alarming rate at which ecological degradation is taking place on this planet, he said, “I am still hopeful that the changes we are seeing today will pick up speed in the days ahead to not only stem but also reverse the degradation of our planet.”
Click here to read the complete interview.
Fibre2Fashion News Desk – India