How we dress says lot about who we are. “How’s the weather where I work? “ “Am I feeling blue or bright?” “Am I retro or edgy, sassy or sexy, professional or bohemian…”Fashion is the business of selling dreams and fashion brand campaigns with all their glamour and imagery compete to capture our imagination. If the dream this season is “those boots”, then every girl must have the “it” pair of boots till of course the next “it” pair comes along.
But amidst all the glitz and glamour, we as consumers are rarely exposed to what goes on behind the scenes and the price we as customers pay for buying into the dream. As more and more horror stories about the negative human and environmental impact of the fashion industry emerge, the new trend that’s hopefully here to stay is one of ethical fashion. But what do “ethics” in fashion mean anyways and as a consumer why should I care? Even industry professionals often disagree on this stuff, making it a lot harder for the end consumer to navigate all the options out there. Here are a few terms you’ll hear often and an attempt at explaining what they mean, so that you as a consumer can decide if it’s something you want to get behind.
Fair trade
Fair trade put simply means that people who made your clothes were paid a fair living wage for making the clothes, instead of being made in a sweat shop that uses child labor. Most of us at one point or another in our lives have done minimum wage jobs, been through a lay off or been treated unfairly at work. The problem is a lot more severe in developing countries, where it often constitutes human rights violations, why would we want to contribute to that? Read the full article
Sonica Sarna is head of design and product development at “Raasta”, an ethically made hi-fashion clothing line made in partnership with rural artisan communities in India. The clothing and accessories use handloom fabrics and natural dyes while maintaining a boho-chic sensibility ( www.raastaonline.com) . Join Raasta at their exclusive launch party on Nov 2nd at 6.30 pm at BellaPelle, 9 Maiden Lane, San Francisco.
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