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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) ©

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

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.




  • Girlfriend Collective gives out free ethical athleisure

    Girlfriend Collective gives out free ethical athleisure

    Girlfriend Collective specialises in eco-friendly, fair trade leggings. But with people tending to give up on moral convictions when they get too costly, the brand is offering people a taste of ethical fashion for free to show them how doing good can feel good.

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    What does ‘ethical’ mean to you?

    Whether they’re after free range eggs or fair trade fashion, 65% of Brits want brands to do good. But putting these beliefs into practice is no small feat; just 11% exclusively buy from ethical brands. Canvas8 sat down with 20 British men and women to find out what being ethical means to them.

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    Glia: buying products as ethical as you are

    Whether people identify as Christian, feminist or vegetarian, in a landscape that celebrates transparency, brands that share people's values tend to come out on top. Glia makes it even easier for people to find out which brands' morals mirror their own, meaning they'll never buy anything mindlessly again.

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    Everlane: ‘Radical Transparency’ for savvy millennials

    Beautiful craftsmanship and fine fabrics aren't cheap, especially given the 800% markup between factory and shop floor. But now that US start-up Everlane is cutting the middle man to make ethical premium clothing affordable, its ‘radical transparency’ could really shake things up.