Made-By explains scope of new tool | Labels & Legislation News | Ecotextile News

AMSTERDAM – Made-By has officially launched its new benchmarking tool, which enables apparel brands and retailers to accurately measure and communicate their sustainability activities. The launch of the hugely ambitious ‘Mode-Tracker’ appears to represent a distinct ratcheting-up of Made-By’s ambitions to expand its work. Brett Mathews reports from the launch in Holland.

The newly released Mode Tracker – currently being piloted by G-Star and Ted Baker – incorporates Made-By’s existing, well-known fibre scorecard tool but goes a step further, ‘scoring’ a much wider depth and breadth of environmental and social related sourcing activities.

Interestingly, the new tool communicates year-on-year improvements, and enables users to drill-down to find more detail about the brand’s activities and experiences.

The ambition and scope of the tool, which has a ‘reasonable’ entry price dependent on turnover and brand size, led one well-known UK brand to tell Ecotextile News that it could be a “game-changer” if it catches on.

However, we would suggest that – at this stage – this is a big ‘if’ given that the tool is essentially, according to the official Made-By press release, using a “brand’s existing systems, processes, standards and tools as inputs” and verifying “the depth and breadth of the brand’s sustainability engagement.” Made-By ranks these activities using “expert reviewed metrics.”

For larger brands with solid PR and media teams already in place to communicate such sustainability activities, the benefit of Mode-Tracker would appear to rest on the credibility that could be gained by having a third-party such as Made-By ‘score’ its sourcing practises – credibility which, itself, rests on how much store users place in Made-By’s scoring system.

Made-By also confirmed in Amsterdam to Ecotextile News that it has had “extensive” conversations with the Sustainable Apparel Coalition with a view to, at some stage, incorporating – and scoring – Higg Index outcomes into the Mode Tracker system.

Ecotextile News awaits with interest to see whether this comes to pass and whether these two tools, which appear to offering similar things to brands, can actually work together.

via Made-By explains scope of new tool | Labels & Legislation News | Ecotextile News.

Sustainable fashion should tap into power of millennials | Guardian Sustainable Business | Guardian Professional

First and foremost though, appealing to young millennials and their aesthetic sensibilities is where sustainable fashion has fallen short. Brands like Urban Outfitters and H&M have successfully appealed to millennials, capturing their imaginations and their purses on an astonishing scale.One of the most recent memorable campaigns was H&M’s collaboration with Lana Del Ray, who modelled H&M’s clothing at the peak of her new found fame, tapping into her young and growing fan base. In an unfortunate turn of events, Del Rey modelled an angora sweater as part of the campaign just as news of the unethical treatment of angora rabbits in the fashion industry was exposed and the campaign came under fire. H&M halted its angora production until it could verify that its policy on the treatment of animals was being followed by suppliers. However, imagine the impact of the campaign if it had run with an educational message on responsible consumption. For example, if a millennial also fronted the company’s Conscious Collection.Sustainable fashion platforms, with the confidence of a growing young audience interested in the space should partner with global fashion giants like Urban Outfitters and H&M to tap into their huge captive audience, collaborate on ethical collections, and campaign for a more ethical fashion industry.According to US census data, 23-year-olds are now the single largest age group in the US coming in at 4.3 million. If the sustainable fashion and fast fashion worlds could truly collaborate in an honest way, we’d be able to pass on the ethical fashion message to these millennials immediately. It seems this is the next realistic step for the movement along with having celebrities, bloggers and Youtubers on board. Sustainable fashion isn’t the enemy of fast fashion, but it could be its saviour.Rachel Kibbe is the founder of HELPSY, an online boutique for ethical fashion. She tweets @rachelkibbe and can be found on Instagram @shophelpsy

via Sustainable fashion should tap into power of millennials | Guardian Sustainable Business | Guardian Professional.