FASHION REVOLUTION WEEK at MARNIX and ALLY
2 out of 3 fashion companies are not focusing on engaging consumers with regard to sustainability (according to a research by Deloitte), dramatic numbers for sure. At MARNIX and ALLY, we truly believe in sustainability, aesthetics and real connections. When meeting new clients, we’ll always talk about future perspectives and sustainability. We’re even convinced that it should be one of the main subjects.
During Fashion Revolution Week (18-24 April 2022), we want to create awareness about the exploitation in the fashion industry and we are very happy to give you insights coming from 4 experts: 4 lovable clients who attach great importance to sustainability, reducing footprint and transparency in fashion.
First of all, why Fashion Revolution Week? On 24 April 2013, 1138 innocent people, working in the Rana Plaza Factory in Bangladesh, died. Many more got injured. Nobody should lose their life over (fast) fashion. It was time for a true fashion revolution. In April 2013, Fashion Revolution Week saw the light of day: a week full of activities to demand a transparent, fair and clean fashion industry. The simple question “Who made your clothes?” was key to start the revolution.
Many of Fashion Revolution Week’s values are the values of fair fashion shoe brand Komrads. Their sustainable sneakers are produced under the best working conditions in Portugal. Fair, safe and honest. All people working in the Portuguese factory are assured an honest income and working hours. An ethical production also means being transparent about materials: laces are made of recycled cotton, the sole of recycled rubber, all shoes are dyed with biological paint, and made of seaqual yarn (made from ocean plastic!) and corn leather. Way to go!
“Slow fashion is the way to go.”, quotes Vanessa Beniers from Fam The Label. From winter 2022 onwards the fair fashion label has created a sustainability report to inform buyers and clients. Every piece of the collection will be in it. You simply cannot be more transparent than this.
Did you know the biggest pollution comes from washing clothes? That’s why the Belgian brand even organizes specialized events in shops selling their brand, to inform clients how to wash their clothes. Transparency 2.0 that is!
Let’s talk about the pre-order model. Its goal? Eliminate overproduction and getting closer to the client. And that’s exactly what Belgian designer F. Egidio has been doing for many years. And yes, it is working. “10 years ago, by coincidence, people came by to check on the entire new collection, which included way more pieces than most other retailers’. This was such a sales hit, I kept on using the pre-order model. I also believe in the human aspect, meeting the customers personally, telling them how each piece is made…”
F. Egidio’s dream? “Striving for a new law for fashion labels. Every fashion brand, every piece of clothing should have a range of labels, giving all in-depth information about the item. Now this would be actual transparency.”
And how we can only agree on this.
Let’s embrace slow fashion, let’s demand for a cleaner and more beautiful world of fashion.
In the near future, we need brands to radically reduce their environmental impact by changing their focus. Small businesses and independent creatives, such as the 4 examples above, are already enacting these ideals. Let’s hope their courage and perception will lead the change.