Globalization has made it impossible to see the true story behind how clothes are made. Today, however, consumers are demanding more transparency from brands as more information is available about the social and environmental impacts of the fashion industry. Fashion Revolution continues to inspire thousands to ask tough questions about the industry. I was very inspired by the #whomademyclothes hashtag, which was shared over 850k on Instagram this year.
I find reason to be optimistic despite growing discontent. The market is slowly responding with greater transparency. Encouragement is being shown in disclosing supplier lists. At COP26, the UN Fashion Charter for Climate Action included a communications promise for the first time.
These wins must be seen for what they really are: baby steps. We continue to face the threat of opaque supply chains. It is vital that the fashion industry makes significant progress towards transparency and does so quickly.
GANNI shoppers deserve transparency that is backed by evidence
This is why me and my team at Provenance, the software solution for sustainability communication, are so excited to start working with GANNI.
They can now be transparent about the origins and impacts of their clothes and suppliers. Our technology connects claims to evidence from the supply chain. GANNI.com customers can now click through the SOFTWARE line and learn more about the material’s impact. Each claim of responsible sourcing is supported by readily-accessible evidence, such as audits of working conditions by SA8000 or GOTS and carbon measurements from Higg Index.
GANNI’s refusal to accept the negative effects of their fashion supply chain has made them an excellent partner for Provenance.
While this humility is still present, GANNI have taken clear steps to reduce their impact on the environment, including sourcing certified organic, recycled and certified fabrics. It is crucial that buyers are able identify genuine sustainability progress such as this so they can make informed buying decisions.
While greenwash is a public enemy number one in the eyes of many, it’s also a threat to progress if brands don’t share any information about their impact on the environment. Fashion must be a platform for social change. More brands need to follow GANNI’s lead by sharing evidence of responsible sourcing decisions.
Cross-sector claims: From clothes to cosmetics
Fashion brands today have an obligation and an opportunity to educate their customers about the environmental and social impacts of their products. Provenance has the unique ability to facilitate this, both because we have a wide range of sustainability content and, more importantly, because of our cross sector approach. We shouldn’t expect shoppers to be sustainability claims experts sector by sector. That’s why Provenance’s claims, also known as “Proof Points”, are the same whether they’re seen off-pack in the grocery store or online.
It has taken the fashion industry a while to answer questions like “who made my clothes?” and “what’s in my clothes?” Provenance will be a key player in the movement to increase transparency by empowering fashion brands to provide shopper-facing sustainability communications. I believe that transparency – when consistently delivered across industries, built on a credible, transparent framework, and underpinned by evidence and independent verification – has the potential to drive needed change.
