CASE STUDY

Context: We do not realise that the exploitation of garment workers is not just a phenomenon of distant Asian countries. The same thing is happening in Europe. Nearly half a million workers in Romania put the country in the position of Europe’s largest fashion workforce. Clothes for many well-known Western European brands are produced here. At the same time, there has been a labour shortage in this industry for many years, as it is famous for its hopeless working conditions.

Description: In a Clean Clothes Campaign report published in June 2019, it turns out that none of the big brands can prove that they pay their sewing room workers enough to lift them out of poverty. And this means that human rights are still being violated in the garment industry, despite publicising the issue.

We list some European clothing brands that work are certainly better than fast fashion. Not in every case does the brand meet all the criteria. Some emphasise that they produce clothes on a small scale in small sewing factories, other brands have such detailed production information on their websites that the entire clothing industry could learn from them.

Jan ‘N June believes that affordable fashion does not mean a compromise between profit and people or the environment. With her business model and actions, she definitely ranks as one of the most ethical in the market. It also pays attention to detail, such as not packing clothes in plastic when transporting them from the sewing room. Located in Wrocław (Poland), based in Hamburg.

Joyti Fair Works is a small German brand that supports women in India by creating fair fashion. The materials are organically sourced, the cuts of the clothes are quite classic and sewn with care to make them last. The company describes itself as a social enterprise, focusing first and foremost on the people who make these clothes.

IAIOS jumpers are recycled and the leftover materials are recycled. The entire production stage of the clothes, in turn, takes place in Spain, where the brand also originates from. The dyeing process also sets it apart – using small amounts of water compared to traditional methods. Although IAIOS makes extensive use of recycled wool, the website also explains why it uses acrylic and explains the rationale behind this.

Boochen – the original cuts and designs of swimwear, topped off with a more planet-friendly version. This is because the brand’s products are made from, among other things, Econyl, a material created from waste – including fishing nets, pieces of nylon or carpets. The brand also mentions on its website that it is in the process of working on making better use of leftover materials and creating a swimwear recycling system[1].

Lesson learnt: A high price has nothing to do with being environmentally friendly or a fair employer. Through growing consumer awareness, the label of more or less luxury brands is fortunately losing its value and is no longer a symbol of prestige to the extent it was just a few years ago. Moreover. consumers are not only asking for, but they are criticising, which pushes the industry towards more transparency.

[1] Ethical fashion brands from Europe – and how to find your way around the ethical fashion theme? http://www.adamantwanderer.com/28-etycznych-marek-odziezowych-z-europy-i-jak-odnalezc-sie-w-temacie-etycznej-mody/