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  • Do people really care about a brand’s unethical practices?
  • Do people really care about a brand’s unethical practices?
    Toa Heftiba (2018) ©
Science

Who made my clothes? The science of wilful ignorance

Eco-conscious consumers may say they’ll only buy sustainable food and fashion, but their actions don’t always match their words. Canvas8 spoke to Rebecca Walker Reczek, associate professor of marketing at the Fisher College of Business, to find out why we’re wilfully ignorant of ethical issues.

Location Global

Scope
H&M may have been named as one of the world’s most ethical companies, but not everyone’s convinced by its efforts. Future Garbage, a small, Swedish fashion label, is calling the entire fast fashion sector by taking branded pieces – like denim jackets or sweatshirts from high street retailers – and personalising them with DIY narratives mocking the industry’s ills. Slogans on its garments include ‘Child Labour Couture’ and ‘Ethically Stolen’, with founder David Olson hoping to shine a brighter light on the way brands go about participating in the ethical movement.

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