Tag Archives: organic

Ethical Fashion: How to Navigate the Industry

Zaroff In the final part of this series with Eco-fashion pioneer Marci Zaroff, I wanted to turn to the question of what it will take to really change the textile industry, what regulations need to be instituted, and in what ways we can empower ourselves to navigate through the many contradictions of what is indeed, a very complex industry.

Nadia: I would really love to hear what you think about the rise of Eco/sustainable fashion alongside the rise of ‘fast fashion,’ which encourages fast and disposable consumption of cheap clothing. How do we shift the cultural paradigm from this type of consumption to one that is slower and more responsible?

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Taking it to the streets. More than 300,000 people signed up to join the ‘Detox Zara’ campaign, which successfully resulted in Zara committing to go toxic-free by 2015.

Marci: The key is education, and that comes from driving awareness to consumers, retailers, media and buyers. And while deeper shifts are often more effective coming from top-down decision makers, passionate champions within a company and/or consumer demand (especially ignited by social & viral media) can affect positive change as well. Leveraging editors and celebrities, who are already conscious about their lifestyle choices can also be very powerful. I am partnered with the Environmental Media Association, which works successfully within the television & film entertainment industry to create messaging about environmental issues. And consumers can indeed make a difference! Just look at Greenpeace’s Toxic-Free Fashion Campaign that has galvanized the global fashion industry, propelling International brands as big as Levi’s and Zara to commit to a toxic-free future.

Nadia: Sustainable, Eco-fashion has definitely gained steam in the past two decades, but it doesn’t seem to have really permeated our consciousness like organic food has. What would you say are the three biggest stigmas of Eco-Fashion?

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Far from frumpy. Eco-fashion label Noir‘s sexy collection at 2009 London Fashion Week.

Marci: The first stigma would be that to adopt Eco-Fashion, one must give up style or quality. Similar to the early years of the organic food movement, when organic food was associated with granola, today, when people hear the term ‘organic or Eco fashion,’ they often still conjure an image of boxy, frumpy, boring, beige, rough-to-the-hand wares. But just as organic & natural food is now a far cry from just brown rice, as witnessed by walking into any Whole Foods Market, Eco-Fashion is no longer hippie, but instead, very hip! Yes, in the early years of Eco-Fashion, there were limitations to designs in terms of fabrics we could use. And of course, there wasn’t as high of a demand, so pricing was more challenging, and there were fewer factories willing to be innovative and work out-of-the-box. But the industry has come a very long way, and is still a work-in-progress.

In fact, the second stigma, that Eco-Fashion costs a lot more, is also no longer true. Efficiencies and economies of scale have been met and further, vertically integrated supply chains have been built from farm all the way to finished product. That is how Under the Canopy has been so successful bringing affordable accessible product collections to market. We have cut out a lot of the excess markups and middlemen, so that the consumer gets a product that is priced competitively and has the added value of being sustainable and ethically made.

That leads me to the third biggest stigma: how can one truly believe that their product is authentic? This is where certification, as well as brand integrity and commitment are paramount.  Understanding how to navigate a supply chain, while crossing T-s and dotting I’s via traceability and transparency, is an absolute key to success.

Nadia: Well, and one of the arguments for sustainable clothing is that unlike fast fashion, where the clothes tend to be cheap and we have little to no connections with the people who made it, we’re less likely to buy sustainably made clothes in excess and toss it out when we’re sick of it, right? I mean, that’s kind of the realization I came to this past summer when I was cleaning out my apartment.

Project Runway's season five winner, Leanne Marshall, used sustainable materials for her final dress, helping to create awareness for eco-fashion.

Project Runway’s season five winner, Leanne Marshall, used sustainable materials for her final runway collection, helping to create mainstream awareness for Eco-fashion.

Marci: Because of the past roadblocks in accessibility, affordability and authenticity, Eco-Fashion was much more limited. But with a growing market for Eco-Fashion driven by consumer demand and industry-wide collaborations, more retailers and manufactures can have access to eco-friendly materials and manufacturing processes, and they will be more likely to support this shift in paradigm.

Because Ethical fashion is becoming more “fashionable”, and companies know that it’s no longer about staying ahead, but instead, it’s about not being left behind, there is a concern from many consumers that some companies are ‘going green’ to make their products more marketable. That is why consumers must be discerning as to what products, brands and companies they buy and support.

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Real charity or just clever marketing? Gap was accused of using marketing campaigns such as this one to detract from its many sweatshop abuses.

Nadia: That’s a concern I have had in the past and still have. And it’s not just with ‘going green,’ it’s with other aspects of social responsibility, that I feel companies sometimes will adopt marketing strategies to make their companies look better, when really they’re not being completely transparent. For example, I remember the controversy when Gap came out with their Red line, which donated a small portion of their proceeds from that line to Aids in Africa. There were anti-sweatshop activists who were upset that a company known for its abuse of workers would use a cause such as Aids to appear socially responsible. How can consumers navigate through these contradictions?

Marci: I think that this lack of transparency can really discourage people from being conscious consumers, because they don’t know what to believe. And in the Eco-fashion world, we’ve seen a lot of greenwashing, a practice by which a corporation will display insincere concern for the environment in an attempt to further their own agenda and reputation. Historically, it’s been a challenge to differentiate between which certifications are actually being monitored and accredited by third party certifiers, and there is still a huge disconnect in the consumers’ mind about which certifications matter. There’s a great website called the Seven Sins of Greenwashing that reveals the falsity of a lot of these labeling claims, including ‘all-natural’ (which means nothing – unlike organic, which is a legal word with very specific meaning) or calling something ‘green’ just because it contains one environmental attribute.

The importance of full transparency.

The importance of full transparency.

Nadia: Could you give us some examples of greenwashing in the textile industry?

Marci: Sure, I’ll give two. Bamboo is a perfect example, because it was marketed as the poster child of Eco-Fashion, but really, it is absolutely NOT sustainable as a material. Bamboo, when grown, is a renewable plant and actually very sustainable when used for flooring and furniture. But when you break it down into a textile, you must use enormous amounts of chemicals, which, in the end, leave only traces of bamboo. This process emits a magnitude and multitude of toxic chemicals into the air and water, and in doing so, destroys the sustainable aspects of the bamboo.  It is essentially no different from Rayon, which is a synthetic. Once the FTC (Federal Trade Commission) received complaints along these lines, they did some research and slapped lawsuits on many of the companies that were marketing bamboo textiles, making them change their labels and packaging to say ‘Rayon made from bamboo.’

Another example of greenwashing is when companies sell their products as ‘organic’ when their fabrics only contain a small percentage of organic cotton. Banana Republic, as an example, got caught marketing clothes as organic cotton when really they only contained about 5% organic cotton! “Organic” is NOT a marketing proposition; it is a methodology in agriculture and a federally-regulated term.

Nadia: Doesn’t Nike make those claims as well?

Marci: Nike is different because they are fully transparent. Unless a product isn’t 100% organic cotton, they won’t label it as organic. Believe it or not, Nike has been a true leader and pioneer in the organic cotton industry, and they have consistently been one of the largest buyers of organic cotton for over a decade. They were a founding member (along with Under the Canopy) of the Textile Exchange (formerly the Organic Exchange) and their efforts to shift the textile industry have been invaluable. Check out their recently released YouTube video:

Nadia: I know that you have launched organic/sustainable fiber initiatives in top retailers such as Whole Foods Market, Macy’s, Target, Bed Bath & Beyond. How committed are you to this idea of accessibility, in the sense that these companies may also be selling products that conflict with sustainability?

Marci: I am extremely committed to accessibility. I believe in the saying, “The journey of a thousand miles begins with one step.”  Therefore, every positive effort to offer consumers authentic sustainable choices is a step in the right direction. At the same time, this is where compliance and labeling are critical. As with the Banana Republic and Nike examples, the issue isn’t about companies only taking baby steps, it’s about full transparency. For example, Patagonia is a company with one of the most inspirational and well-respected environmental commitments that exists in the textile industry, but they are honest that they still have some things they need to work on. If you check out their amazing ‘Footprint Chronicles‘ online, you will be able to follow their supply chain and their efforts to make their company as transparent as possible.

Nadia: Designer Bruno Pieters just recently started the online retail site Honest By, which is the first 100% transparent company that gives customers a full cost breakdown of its products, so as to shed light on where the clothing is made and by whom. He recently noted in an interview that transparency is sorely lacking in the industry, and that no one really knows where their items are sourced, which is why he introduced ‘Honest By.’ Why are so few companies struggling to adopt this fully transparent model?

Marci: One of the biggest challenges I’ve come across with the large retailers I have worked with is how disconnected their different departments are. The marketing team isn’t speaking with the product development or sourcing teams, who aren’t connected with the Sustainability Directors or the buyers. These compartmentalized disconnects result in a lack of transparency, opportunity or effective communication strategies, and sometimes even result in tragedy, like at the recent factory fires in Pakistan and Bangladesh. For efforts to be truly sustainable for people, planet, profit, passion and purpose (“The five P’s”), companies must figure out how to plan, design, develop, source, manufacture and market with sustainable strategy and design models. The whole supply chain, from the farm and factory to the PR, has to be connected.

Nadia: Is this why it is so difficult to enforce multinational regulations?

Marci: There are inherent complexities with regulation. The challenge with the textile industry is that it is a global industry, and historically, certifications have sometimes differed between countries. As an example, I was on the team of people who wrote the first USA Certification of Organic Fiber Textiles, and in our trying to implement them across borders, there were huge inconsistencies with other countries’ standards. So how do you reconcile that? You need collaboration, and that’s what four different countries  –USA, Germany, the UK, and Japan- did when we created the Platinum standard for organic fiber textiles, known as the Global Organic Textile Standard (GOTS). This standard takes every part of a finished textile into consideration, from the farm (must be Certified Organic fiber) to the dyes, finishes, transport, packaging, labor, etc. It is a comprehensive authentic 3rd party accredited certification, which speaks to the very highest standards of excellence as a truly organic/sustainable textile product – for both apparel and home fashions. A recent breakthrough includes the USDA’s recognition of this standard as the textile counterpart to their USDA NOP seal that most people recognize on organic food products.

Nadia: Are there any companies that you think are taking the right steps towards sustainability?

Absolutely. For the mass-market, H&M has launched their “Conscious Collection.” Nike, Puma, and Adidas use sustainable fibers in their products. In high fashion design: Stella McCartney, Donna Karan, Ilaria Venturini, Fendi, and Vivienne Westwood have all introduced Eco-Fashion. Eileen Fisher also has begun integrating organic and sustainable fibers into her collections.

Vivienne Westwood is using her Red Label to create awareness about climate change.

Vivienne Westwood is using her Red Label to create awareness about climate change.

In addition to Under the Canopy and Portico, there are several other pioneering fashion brands making sustainable fibers and transparent ethical sourcing practices their focus: Lara Miller, Linda Loudermilk, Edun, People Tree, Kuyichi, Madera, Stewart & Brown, LoomState, and soon to be launched – FASE (Fashion-Art-Soul-Earth)!

Eco-fashion designers at NY Fashion Week share their mission to fuse style with sustainability, and counter ‘fast fashion’:

Nadia: I of course would love to hear about your label FASE, why you launched it, and how you hope it will change the perception of Eco-fashion and the face of fashion in general?

Marci: I wanted to address this new FASE-to-face movement, and the idea that we are all connected, from the people making the products to the ones who are buying them. In Spanish the word means ‘phase,’ so it also has a double meaning of entering into a new phase of humanity and social justice, of shifting the old broken paradigms. It’s time we do an about FASE and FASE forward, to FASE the facts, to FASE the future. FASE offers a new engaging and experiential platform to make people think, and connect. With its cache, creativity, accessibility and influence, I believe that fashion is the most powerful vehicle for change in consumer products.

Fashion is a form of expression and a way for people to make a statement. I don’t think the answer to consumerism is so black or white that we should tell people, ‘stop shopping.’ It’s really about shifting the paradigm of the fashion industry to a slower, more conscious, more sustainable way of engaging with the textiles we wear and use and the people who make them.

Nadia: And can you tell us more about your upcoming documentary Thread (trailer below)?

Marci: We hope that Thread can do for fashion what Al Gore did for climate change, which is to educate consumers about what is going on behind the scenes, to unveil the harmful human and environmental impacts behind the fashion industry that hides under the guise of glamour.

Beauty has always been inspired by nature, but because of modern-day society and commercial pressure for “more, faster, cheaper fashion”, and the industrial movement which has depleted and destroyed our Earth’s natural resources, we’ve destroyed the essence of true beauty.  Fast fashion is destroying our environment, the ecosystem that is a part of every one of us, disconnecting us from each other and from the roots of real beauty. Sabotaging our planet is compromising humanity’s ability to radiate from within, to be alive, thriving and confident, revealing the ultimate source of beauty. Universal consciousness is the soul of authentic beauty, with the notion that we are all interconnected on a very deep, energetic level.

I believe that in 2012, we have entered a new era of consciousness, one which will awaken us to come full circle back to our roots in nature. The Internet, social media, documentaries and YouTube are allowing us to pull the curtain back on what we’ve been taught and brain fed by mainstream media. We are finally able to counter advertising that feeds us false messaging, or denounce companies that employ non-sustainable practices that hurt the environment and people.

Nadia: As Martin Luther King, Jr. said, “By the time you have finished your breakfast, you will have relied on half the world.”

Marci: And we should start every day with a sense of gratitude and abundance.

Nadia: Any last thoughts before we wrap up this series?

Marci: Yes, I just want to make it clear that this movement is about best efforts and better choices, not about perfection. With a commitment to consciousness, responsibility, authenticity and transparency, together, we can make a real difference, where the “alternative” can become the new “norm.”

For updates on Marci Zaroff’s other Eco Fashion ventures, check out her website at marcizaroff.com.

Thread Documentary Trailer:

Further Reading:

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The Human Impact of the Textile Industry: Pesticide Poisoning, Farmer Suicides, and how Organic and Fair Trade Can Help

In my last post, Marci Zaroff shared with us her knowledge about the toxic environmental impact of the textile industry, and today, we turn to the devastating human impact. Up to 77 million cotton workers suffer poisoning from pesticides each year, and in India, 300,000 cotton farmers have committed suicide—almost 26 a day—to escape debt.

Nadia: So, could you expand a bit more on what is being referred to as a ‘pesticide treadmill?’

Marci: So here are the hard facts. Just as germs infest on people who are weaker, when plants are sprayed with chemicals, they also get weaker. And then the soil weakens, and the eco-system isn’t building a healthy plant. So this ultimately results in less yield for the farmer.

And then, these bugs build resistance to these pesticides, and the farmers have to buy stronger and more expensive pesticides, which they can’t afford, so they have to leverage their farms to the banks. Then, as the cycle perpetuates and continues, the soil gets depleted & destroyed, the bugs get out of control, and the farmers can no longer sustain their livelihoods. Stuck in tremendous debt, many farmers are committing suicide with the very pesticides that they used on their plants. Every half an hour in India, a farmer is committing suicide. There’s an upcoming documentary called Dirty White Gold that will reveal what is now being referred to as this ‘pesticide treadmill.’

Nadia: I just read that genetically modified crops are decreasing pesticide use for farmers, is this true?

Photo courtesy of cottondon.org

Photo courtesy of cottondon.org

Marci: While there may be artificial decrease in the pesticides use in the short-term, in the long term we’re already seeing an increase in pesticide use again, because of genetic resistance and falling crop yields. Over 90% of the world’s cotton is now genetically modified (GMO), which has resulted in a monopoly for Monsanto, giving them the power to dramatically raise the prices on GMO cotton seed and the additional inputs and pesticides, which they also provide. At the mercy of these altered and chemical inputs, the GMO paradigm is not sustainable financially for farmers, and further, we are just beginning to learn of the harmful ramifications of GMO seeds in relation to human health. In addition, monocropping with GMO seeds is not only depleting the soil and its ecosystems, but risking the very survival of thousands of natural cotton varieties as well.

Nadia: And I just read that in the last year, the costs of cotton cultivation has jumped due to the rising costs of these pesticides, so it’s not as profitable as it used to be? And supposedly there have been more suicides among the farmers that have used these GM crops …

Marci: YES, these are sad facts, as stated prior.

Nadia: So you told us yesterday how organic cotton helps the earth, how does it help farmers?

Photo courtesy of cottonedon.org

Photo courtesy of cottonedon.org

Marci: Well first of all, there’s a risk with using GMO seeds. We are continuing to learn of the consequences of GMO, across many agricultural crops (food & fiber), which is why there is a huge movement towards GMO labeling in the USA. We are one of the only developed countries in the world that doesn’t require GMO labeling! On the contrary, since organic farming prohibits the use of any GMO seeds, organic farmers are allowed to work with their environment and economic situation in a sustainable way, while building and protecting their soil and farms. They also can diversify their crops, which allows them to diversify their income. If they have more than one crop to rely on, then it helps protect them in case there is a crop failure, market demand, etc. And of course, they don’t have to breathe in toxic pesticides that harm more than 77 million cotton farmers a year. It is devastating to see conventional cotton farmers walking thru their fields with pesticide tanks on their backs, not realizing that they are spraying poisons in their own faces. And even worse, often in the faces of their babies, who they are carrying in slings while walking their farms. They are often lured in by the seed and chemical companies. It is a tragic human situation that we can help to change by supporting the growth and market for organic cotton.

Nadia: I know you were instrumental in helping Fair Trade USA develop the first USA Fair Trade certification of textiles and will be spearheading their national launch in 2013. (Fair Trade farmers receive a minimum price for their product, covering the cost of production, with a Fair Trade premium paid in addition for investments in social, environmental or economic development projects). Could you explain a) what drives your passion for Fair Trade, and b) How it connects with your environmental/organic concerns and advocacy?

Marci: I am passionate about building community and connecting humanity.  I believe it is extremely important to be in touch with the people who grow, sew and receive our products.

Nathuram Pal, a 45-year-old farmer of Nibhghana village in Garautha tehsil of Bundelkhand region, committed suicide by hanging himself with a ‘Babool’ tree on the night of 18th June. He was under pressure to pay back the loan of Rs 12,000 taken from the coopertive bank and another Rs 40,000 taken from the local people.

Nathuram Pal, a 45-year-old farmer of Bundelkhand region, committed suicide when he couldn’t pay the loan of Rs 12,000 taken from the coopertive bank and another Rs 40,000 taken from the local people (Full article here).

When you look at the triple bottom business model, which is ‘people, planet, profit,’ in textiles, much of the attention has been put on planet. But, as the example of the Indian farmers demonstrates, it’s also about people. When you start to work with people, the environmental ramifications are serious because they are being exposed to the toxins, and they can’t sustain their livelihoods. They can’t afford to feed their families. The cycle of fast fashion has driven costs down so low, that consumers only want extremely cheap clothing. So the question is, how do we create a more efficient supply chain where farmers can share grievances and are paid fairly? Where American consumers can understand that their clothing isn’t growing & made in their department store, but instead that people’s lives are being affected by the products and brands they are buying and supporting?

What Fair Trade does is to create an account for these farmers and/or factory workers so that they have a forum to voice their concerns. Marry that with the orders that the USA companies are placing. When you add the Fair Trade premium to the account, the farmers and/or workers can be paid “bonuses” that equate to a living wage, while also using their funds to invest into important and much needed community development initiatives such as education and health care.

And Fair Trade and Organic definitely compliment each other because not only are farmers getting paid more, their health is also being protected from the adverse effects of chemical pesticides and fertilizers, and they don’t have to pay the extra money on these pesticides. Nearly half of Fair Trade Certified products that were imported into the USA in the last few years were certified organic.

Organic cotton farmers in India don't have to worry about pesticides damaging their health. India is the largest supplier of organic cotton, accounting for 80% of global production.

Organic cotton farmers in India don’t have to worry about pesticides damaging their health. India is the largest supplier of organic cotton, accounting for 80% of global production.

Nadia: What does the Fair Trade USA Garment and Textile certification ensure?

Marci: It protects both cotton farmers and/or factories from wage exploitation and terrible working conditions. A new model for living wages has been built in on top of the basic social standards (no child labor, fair working conditions, etc.) that have already been implemented by many USA companies. Farms and factories are checked periodically. It gives them premiums (funds) that are for community and social investment. So let’s say a company in the USA, like Under the Canopy, for example, bought Fair Trade Certified items from an Indian factory for $100. We would pay a percentagesomewhere between 5-10%- into a fund that the workers would control. Then, as a collective, the workers would decide where to invest their moneyin health care, the building of a school, child care, etc. We would then, in turn, be able to monitor and measure these specific impacts, to communicate back to our customers and loyal consumers. It is our job to offset some of those premiums in other creative ways, such as enhanced design, product innovation, and by creating efficiencies in our supply chain.

For Fair Trade flower farmers in Ecuador, the Fair Trade premium supports education for their children (photo courtesy of oneworldflowers.org).

For Fair Trade flower farmers in Ecuador, the Fair Trade premium supports education for their children (photo courtesy of oneworldflowers.org).

Nadia: I recently read that Fair Trade cotton is grown by 37 certified cotton farmer groups in 10 countries, and that in Mali, 95 percent of children of Fair Trade farmers go to school, which is more than double the national average for school attendance in a very poor country.

Marci: Yes, buying and supporting Fair Trade Certified products is truly affecting positive change in the lives of others in our global community. When I am in these projects, with the farmers and workers making our products, I am fueled by these efforts towards social justice, knowing that “like water for chocolate”, the happy energy of our growers and/or makers is in the soul, or DNA, of my brands.

 Nadia: One of the really cool things about companies that work with fair trade artisans is that they absorb the costs of any discounts they may be having. Like, I can get a ring 25% off, and the artisan is still paid in full.

Marci:

Farmers and factory workers shouldn’t have to suffer when other people win.

But that’s how the current system works. We have to look at every way we can support farmers and factory workers. The minimum wage isn’t enough to sustain a family of four in most countries, so these efforts will support our partners’ basic needs (which is different for each country.) With the recent fire in the Bangladesh apparel factory where over 112 workers died due to poor working conditions, it is clearly imperative that we protect our fellow humanity.

Also, while I think Fair Trade is essential, if our cultural tendency is for faster, cheaper, “more” consumption, it will remain a challenge to balance market demand with a more sustainable model. Education & awareness are paramount and the time is NOW.

The impact of organic cotton farming and Fair Trade on people’s lives:

Additional Resources:

  • Want to learn more about Fair Trade? Here’s a primer.
  • Want to see how Indian farmers are growing organic cotton on their farms? Click here.
  • Need help finding brands that use organic cotton? Check out this link.
  • Organic cotton grown in the United States? Watch here.

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