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In recent years, it appears that April is becoming the most important month to people who care about how human behavior is affecting the planet. It begins with Earth Day, an annual event celebrated on April 22 to demonstrate support for environmental protection. This initiative, which was once relevant mainly for activists and “tree huggers”, now includes a wide range of green events almost everywhere, and an enormous online presence (we also responded to this day! – click here to read.
Another important initiative, which began as a one-day viral social media activity and is now noted in the course of an entire week (19-25 April), is the fashion revolution non-profit organization’s campaign. Fashion Revolution week (originally the ‘who made my clothes’ campaign) takes place every year, in the week surrounding the 24th of April, ironically 2 days after celebrating Earth Day and commemorating the anniversary of the 2013 Rana Plaza collapse.
Rana Plaza was a building in Bangladesh that housed a number of garment factories, employing around 5,000 people, manufacturing clothing for many of the largest global fashion brands. More than 1,200 people died in the collapse, and another 2,500 were injured, turning it into one of the most terrible tragedies in history. The victims were mainly young women.
In the course of the campaign week, fashion consumers are encouraged to take a selfie showing one of their fashion item’s label (it’s recommended to turn the item inside out to make more of a statement), upload the selfie to social media and tag the brand with the question #whomademyclothes. The purpose of this act is to raise awareness of the way in which our clothes are made, and to demonstrate that consumers actually want that information. Since the campaign began it has gained popularity, and fashion brands began responding with stories and pictures of the people behind their clothes and their working environment. “We are campaigning for an industry in which environmental protection, as well as human rights, are the standard and not the exception,” Carry Somers ,British fashion designer and social entrepreneur, who founded the campaign, told the guardian. She started Fashion Revolution because she, like co-founder Orsola de Castro and many others working in the industry, felt that the Rana Plaza tragedy had to stand for something. “It had to lead to revolutionary change within the fashion industry”. In response to this trend, many fashion brands decided to start their own campaigns, placing their workers at the front, leading to more transparency in the fashion industry.
Do we really care or is it just a passing trend?
According to business insider, a good product is no longer sufficient to win a consumer’s favor. Shoppers want more than just quality, and often seek products and brands that align with their personal values. Discounts and low prices do matter, but recently, sustainability and human rights are also considered relevant and important. According to a survey published in Insider Intelligence, shoppers are more mindful of who they do business with, particularly when it pertains to the environment.
From a financial point of view, being Green earns you more “green”. Sustainability-focused companies have better financial results compared to their peers. It is tangible green money that comes from optimization, people and technology all put together.
Kornit Digital instills its values of sustainability and eco-responsibility in its products, employees, and community. We are able to implement sustainability to your production operations by:
-Dramatically reducing water usage through our pollution-free, zero-water process.
-Decreasing waste by enabling on-demand production, printing only what you sell, when it’s needed.
-Streamlining operations to reshore production and bring fashion back home, shrinking your carbon footprint by minimizing energy needed to create and transport your goods.
-Eliminating harmful chemicals in favor of eco-friendly inks that use 75% less energy and 85% less water relative to conventional inks, while eliminating water pollution from the process entirely. Want to know more about Greening up a fashion business? Click here and we will get back to you