Many high-street brands have been under scrutiny the past decade about the standards involved in creating their clothing, but higher-end labels seemed to have dodged this bullet. We always presume that luxury brands are produced in luxury surroundings, yet anyone involved in the industry will know that this is often not the case. Even if labels read ‘Made in Italy’ or ‘Made in Britain’, it is not guaranteed that an element any bigger than a button may have been the only part manufactured in these desirable factory locations.
Stockholm based, ASKET is the first big retail name to acknowledge that the standard ‘Made in’ label is no longer sufficient for the modern day consumer. This comes after the massive #WhoMadeMyClothes campaign and action week lead by Fashion Revolution. The movement calls for greater transparency, sustainability and ethics in the fashion industry a year after the deadliest accident in the garment industry’s history, Rana Plaza. ASKET’s new ground-breaking aim is to disclose their garment’s full journey: from cotton seed to store.
‘Full traceability’ is the menswear brand’s latest movement that expresses its already established stance on sustainability and unconventional activities. The label wishes to identify every component of their items and inform of the elements’ origins. This provides the market with a full answer to the question #WhoMadeMyClothes. Co-founder August Bard Bringéus has explained this monumental step in the fashion world is to educate the public on the work involved in creating each garment, thus empowering them and enabling them to make a more active choice on how and what they buy, and where from. In turn, this will also force the industry to consider how they value their garments and encourage improvement of working conditions and environmental issues within the fashion world.
ASKET’s Oxford shirt is the first garment that can be traced fully with consumers able to follow the progress of a garment on the brand’s website. The label is set to expand this tracking approach to the rest of its 16 piece permanent collection: aiming for all of their garments to be 100% traceable by the end of 2018.
ASKET hope that their actions will inspire more brands to follow and encourage the world to reconsider their values for the garments they make and buy. Aren’t you curious where your garment was ACTUALLY made?
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