More brands are using the terms ‘sustainable’ and ‘ethical’ within their marketing efforts, which makes consumers ask the question “what does it mean to be sustainable and/or ethical?”. It is crucial for consumers to be able to distinguish between the brands that are greenwashing (i.e. conveying a false message about the brand being environmentally friendly) to those who truly are making a positive impact within the fashion industry.
So, what should consumers be looking for when searching for an ethical fashion brand? When it comes to the term ‘ethical’ there are many interpretations of what being ethical truly means. For some companies, ethical is used in relation to their fabrics, i.e. sustainable fabrics, recycled materials, etc. While these elements are beneficial and important, being an ethical brand for Ethical Clothing Australia relates to the way brands treat their garment workers – those people who make your clothes!
ECA’s mission is to “protect the rights of both local factory-based workers and outworkers”, where local textile, clothing and footwear industry workers are paid appropriately, receive all of their legal entitlements and have safe working conditions.
ECA thanks you for taking the time to research and choosing an ethical brand for your next underwear purchase.