A common misperception about sustainability is that its objective only focuses on the environment. At Michigan Fashion Proto, we believe sustainability stretches far beyond that! A sustainable fashion brand is one that not only addresses environmental issues, but addresses economic and social issues as well.
Here are the 3 most important issues we think a brand should closely consider in order to achieve a positive sustainable message:
1. Ethical Labor
THE DEFINITION: A work practice that protects the human rights of the workforce.
THE PROBLEM: There is evidence of worker exploitation around the world. This includes low wages, harmful working conditions, child labor, forced labor, human trafficking, and modern slavery.
WHAT YOU CAN DO: Be picky about who you work with! Find a manufacturer who treats their employees fairly with livable wages, clean and safe working conditions, and a work/home life balance. We understand that this task is difficult. Even if a brand is in close contact with their manufacturer and they visit their factories as often as they can, sometimes ethical labor cannot be 100% guaranteed. Be a brand who understands this and continues to advocate for ethical labor practices despite it.
Recently passed in September of 2021, Senate Bill 62 makes California the first state in the U.S. to require hourly wages for garment workers. We are optimistic about the impact this bill will have on the U.S. fashion industry, and we hope this makes it easier for brands to guaranty ethical labor practices.
2. Eco Supply Chain
THE DEFINITION: The Supply Chain is the network between a company and its suppliers. It includes everyone involved in the making and distribution of a product.
THE PROBLEM: The energy intensive processes utilized by the textile and apparel industry have a negative impact on the environment and its community members.
WHAT YOU CAN DO: Dedicate time to mapping your brand’s supply chain so you can better understand the environmental and social impact of your business practices as well as your partner’s business practices. Make sure you consider the production process in which your product’s materials were made, the traceability of the materials used to make your product, and the working environment your product was produced in. Every step toward an Eco Supply Chain, no matter how small or how big, will begin to strengthen the foundation of your brand’s sustainability message.
3. Transparency
THE DEFINITION: A brand can achieve transparency by being as open and honest as possible about their business’ values.
THE PROBLEM: A major portion of the fashion industry remains silent, keeping their unethical business practices in the dark to maintain profit and growth.
WHAT YOU CAN DO: Clearly and effectively communicate your brand’s values, and be willing to hold your brand accountable when it strays from those values. Many of the choices you make for your brand may potentially impact an issue that your customer cares about. Begin to notice how your customer reacts to your mistakes and achievements so your brand can evolve. A customer will stay loyal to your brand if they feel that they can trust you.
Integrating these 3 important issues into your brand’s identity is a great way to begin building a brand identity based on sustainability. However, don’t stop here! We encourage you to continue educating yourself and your customers on the topic of sustainability.
To read more about how Michigan Fashion Proto is addressing these issues through our sustainability efforts, click here.