Fairtrade India campaign promotes sustainable fashion

By

Isabelle Crossley

Published
May 17, 2019

The Indian branch of the global organisation Fairtrade has recently focused on promoting sustainable fashion through initiatives and campaigns in collaboration with Fashion Revolution.

Last week, Fairtrade India concluded its campaign with Fashion Revolution that launched along with Fashion Revolution Week last month. The campaign “Show Your Label 2019” encouraged people to wear their clothing inside-out to show its label and see if it bears the Fairtrade mark. The initiative intended to make people feel proud of wearing sustainable fashion. 

The campaign ran across Bengaluru, Mumbai, Kolkata, and Goa with a number of interactive events in schools. CoWrks in Bengaluru held a clothes swapping event and Vidyashilp Academy students promoted the Show Your Label campaign and wore 100 percent sustainable Fairtrade school uniform t-shirts among many other events.

Fairtrade India also promoted sustainable fashion for World Fair Trade Day on May 11 and shared stories of the benefits of sustainable fashion for garment workers and how choosing Fairtrade products directly affects workers’ lives. 
 
“With fashion being the one of the most polluting industries in the world, it is encouraging to see that the industry is now systematically engaging with the transparency,” wrote Fairtrade India’s CEO Abhishek Jani in a case study in Fashion Revolution’s latest report: “Fashion Revolution: Fashion Transparency Index 2019”.

“Going forward, it is crucial that we not only stay committed but also deepen engagement to minimise exploitation and maximise positive impact across the entire life-cycle of fashion products.”