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We all know so many global fashion brands that have awful effects on the environment and people that it has become difficult to associate this industry with the words “good cause”, right? However, a few of them use fashion to stand for a cause, as a channel for change, with bold authentic brand personalities. Let’s see three brands that stand out from the others.

 

我们都知道有很多的全球时尚品牌对环境与人们有可怕的影响,而要将这个产业与正当理由这个字做连结也变得困难,不是吗?

即使如此,有少部分的人用时尚去代表一个事业来作为变革的渠道和胆大真诚的品牌性格。让我们看看在其他品牌脱颖而出的三个品牌。

 

 

1.      Patagonia 巴塔哥尼亚

 

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis” is the motto of the Californian outdoor clothing brand created in 1972. Indeed, Patagonia appears to be making significant efforts for the environment: they create durable products using only organic cotton, a high amount of recycled fabric and offer a “repair and reuse” program.

 

 

Additionally, one percent of their sales go to environmental NGOs and the company has strong animal welfare and labor policies. They have a very good rating on the 2018 Ethical Fashion Report, which measures each year the efforts undertaken by companies to have a decent labor management.

 

In 2012, the brand created its more important buzz with the "Don't buy this jacket" ad, to encourage people not to buy what they do not need. This ad listed the ecological impacts of the production of a jacket: 135 liters of water ("enough to satisfy the daily needs of 45 people") and nine kilos of CO2. A smart marketing idea, in line with the company's philosophy.

 

 

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis-「打造最好的产品,不会造成不必要的伤害,用企业来激发和实施对环境危机的解决方案。」。这是于1972年创立的加利福尼亚州户外服饰品牌的箴言。的确,Patagonia似乎正在为环境做出极大的努力:他们只使用有机棉、大量再生织品制造耐用的产品,并提出修复再用及物尽其用的计划。

 

除此之外,百分之一的销售额会捐给非营利的环境组织以及拥有强大动物福利及劳工政策的公司。他们在2018年道德时尚报告(Ethical Fashion Report)中获得相当好的评价,这是一个每年会衡量公司在对劳工管理所做出的努力的报告。

 

2012年,该品牌创造了更重要的声音-“Don't buy this jacket”)「别买这件夹克」的广告,来告诉消费者不要购买不需要的东西。这个广告列出了生产一件夹克会对生态带来多少冲击:135公升的水(足以满足45人的一日所需)和九公斤的二氧化碳。一个聪明的营销想法,又符合公司的理念

 

 

2.    Wildfang

 

Wildfang is the youngest of these three companies and probably the more feminist. Created in 2010 in Portland, the brand aim to “empower every kind of woman to be the best possible version of herself, smashing gender roles and the patriarchy in the process”.

 

The company donates substantial money to progressive causes and is willing to make a statement with its products, even if it loses money doing it. Many of their charities and non-profit are focused on supporting women, particularly women of color and LGBTQ, with for example Planned Parenthood, the ACLU*, Joyful Heart and the Tegan and Sara Foundation.

 

In February 2018, they raised over 100 000 $ to help save the last abortion clinic in South Dakota, and in June of the same year they raised over 250 000 $ for RAICES with their "I Really Care" collection. Furthermore, a percentage of all full price goods across their website go directly to a rotating monthly charity.

 

 

Wildfang 是三者中最年轻的公司也或许是更女性主义的。于2010年创立于波特兰(Portland),“empower every kind of woman to be the best possible version of herself, smashing gender roles and the patriarchy in the process” -「赋予任何女性展现最好的自身,消弭性别角色和过程中的父权制。」是该品牌宗旨。

 

该公司捐赠了大量的资金给进步的事业,并且愿意对其产品发表声明,即使亏本它还是会这么做。他们很多的慈善团体与非营利组织旨在支持女性,尤其是有色女性及非异性恋者。例如,Planned Parenthood, ACLU*, Joyful Heart Tegan and Sara Foundation

 

20182月他们筹募了超过10万美元来帮助南达科他州(South Dakota)的最后一个堕胎诊所。而在当年6月,他们以“I Really Care”系列为RAICES筹募了超过25万美元。此外,其网站上所有原价商品的部分百分比将会直接转到每月轮流举办的慈善活动。

 

 

3.     Veja

 

The French brand Veja has become popular thanks to its stylish and above all ethical sneakers, and this without the slightest advertising. Word of mouth did the job even better. Knowing that 70% of the cost of a normal big sneaker brand go into advertising, Veja is able to use the money earned wisely to manufacture better products. Indeed, its production costs are two to five times more expensive than the ones of its competitors.

 

The brand uses Brazilian organic cotton, Amazonian rubber recovered by local people using traditional techniques, fish skin and a leather-like material made of curdled milk. Regarding its workers, Veja also scores points by being a partner of Atelier Sans Frontières, an organization that helps people who have been incarcerated or who have difficulties finding work. In addition to that, the shoes are manufactured in southeastern Brazil, in a factory where compliance with labor law is guaranteed by independent auditors.

 

Hoping to see more fashion brands like these ones in the future, let’s finish with a quote of Dilys Williams, director of the Center for Sustainable Fashion of London, Fashion should be about challenging the status quo”.

 

 

法国品牌Veja因为他的时尚性和道德伦理的运动鞋而广受欢迎,而且没有丝毫营销。然而,口碑更是把行销做的更好。知道普通大运动鞋品牌有70%的成本用于广告,Veja能够用明智的赚钱并用来生产更好的产品。的确,他们的生产成本相较于竞争对手的2-5倍。

 

品牌采用巴西有机棉、由当地人使用传统回收的亚马逊橡胶、皮和用凝乳制成的皮革状材料。关于工人,Veja得好VejaAtelier Sans Frontières的合伙人,是个可以帮助那些被禁或找不到工作的人的组织。除此之外,些鞋子是在巴西南部的一个家工厂生的,其劳动法的遵守受独立审计师

 

希望在未来看到更多相似的尚品牌。Center for Sustainable Fashion of London-倫敦永續發展時裝中心Dilys Williams主任的名言束。Fashion should be about challenging the status quo应该是挑战现状。」。

 

 

 

* The ACLU : The American Civil Liberties Union. 美国公民自由联盟

 

Article by Lara

 

SOURCES

https://www.patagonia.com/home/

https://goodonyou.eco/how-ethical-is-patagonia/

https://baptistworldaid.org.au/resources/2018-ethical-fashion-guide/

https://www.theodysseyonline.com/patagonia-is-it-worth-it/

http://www.mescoursespourlaplanete.com/Actualites/_e_aN_auachetez_pas_cette_veste__u__la_pub_by_Patagonia_1366.html

https://www.onepercentfortheplanet.org/

http://www.veja-store.com/

https://fashionista.com/2017/04/veja-shoes-sneakers-brand /

https://www.fastcompany.com/40532184/veja-wants-to-make-the-most-sustainable-sneaker-in-the-world

https://project.veja-store.com/en/single/ads/

http://www.veja-store.com/en/content/8-about-us

https://www.lemonde.fr/economie/article/2012/11/05/veja-l-etendard-du-business-ethique_1785743_3234.html/

https://www.wildfang.com/our-story

https://www.entrepreneur.com/article/321889

https://www.wildfang.com/charity

 

 

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