The concept of sustinable fashion is more of a goal than something that can be put into practice. One company, Asket, is taking a different spin on making the fashion world better by adding accountability through traceability with the spin off effect of sustainability. Asket educates consumers on the supply chain of their products so people can make informed choices about what they wear. Nobody wants to financially support the factories in China using Uighur slave labour or the factories wasting 100 billion items of clothing each year. There’s a lot of work to be done in the fashion industry so it’s good to see a company tackling issues head-on.
As always, the most fashionable choice is to reduce your consumption by wearing what you already own or buying vintage wear.
We believe it’s crucial that the customer knows and understands the journey of a garment and the massive amount of resources and work that is put into them, because that’s the only way for someone to appreciate them and make sure that we turn them from disposables into investments; and that we then, in turn, actually start taking care of them and minimize our consumption.
I guess the disclaimer would be that traceability in itself doesn’t mean that you’re necessarily more sustainable. It just means that we’re aware where it’s made and how, and then you can start working on lowering your impact based on that. But of course, if you’re working with traceability and disclosing that, I would say you are working more responsibly, otherwise you wouldn’t put that [information] out there. If you’ve got nothing to hide, then you can do that.