Turning Fashion #InsideOut to Raise Supply Chain Awareness

Yesterday marked the one-year anniversary of the Bangladesh factory collapse, known as the deadliest disaster in the history of the garment industry and although Prove Your Purpose has tracked a number of company initiatives to improve supply chain standards over the past 12 months, there's still more work to be done. To spur a global movement, the fashion industry and other stakeholders are banding together with a simple call to action.

Among yesterday's trending hashtags on Twitter was #InsideOut, a rallying cry to raise awareness for where and how clothing is made. The newly minted organization, Fashion Revolution, unites a number of fashion, activist and retail stakeholders including the Ethical Fashion Forum, Clean Clothes Campaign and Greenpeace International to launch Fashion Revolution Day, taking place on April 24 each year. With a mission to create a fashion industry that "values people, the environment, creativity and profit in equal measure," Fashion Revolution encourages consumers to find out more about the clothing they wear, and urges brands to be more transparent about their supply chains. The Twitter hashtag #InsideOut asks participants to turn their clothing inside out, snap a photo of where it's made and share it with their social networks. For those who want to take their involvement a step further, Fashion Revolution provides suggested actions, ranging from contacting brands directly to hosting Fashion Revolution events.

Since last year's tragic events, media and companies alike have begun to ask, "Do consumers actually care about where their clothing is made?" And although consumers may be just beginning to understand the true cost of fashion, social media movements like Fashion Revolution or bold statements such as Zady's Wall Street Journal ad are helping to increase awareness, simultaneously educating and mobilizing consumers. As understanding around the issue increases, more companies will be held responsible for what's on their labels.

 

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