Green This Season - Digital Conscious Fashion Magazine 2014 - #1 | Page 12

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And I think we also need to educate
consumers about cost-per-wear; because
actually if you buy a cheap piece of
clothing which is likely to fall apart or
be out of fashion within six months, it
can actually be cheaper to buy a timeless,
quality piece of clothing which might
cost you twenty or thirty times more, but
you will be wearing it for years. It’s really
about changing consumers’ purchasing
habits and the thought process that goes
into consumption- or rather, the lack of
thought process that goes into it.

Green This Season MAGAZINE Spring 2014

Have you seen any positive
changes in the way in which
brands operate on an ethical
level?
A lot of brands have good people in
place, some good policies and most - but
certainly not all - brands and retailers are
starting the process of change. It is slow;
there are a lot of brands that are
completely burying their heads in the
sand. What we need to do is show
that transparency is good for business.
Initially when we thought of the idea
for the theme of the first Fashion
Revolution Day being ‘Who Made Your
Clothes?’ we thought that it was a really
simple question. I naively assumed that
brands knew who made their clothes, but
a recent survey done by the Australian
Fashion Board found that sixty one
percent of brands didn’t know where
their clothing was made and a massive
ninety three percent of brands didn’t