The sustainability issue is having a visible effect on the UK grocery market, with supply chains and sourcing strategies under increasing scrutiny from consumers.
Now Allanna McAspurn is attempting to kick start something similar in fashion, as UK general manager of Made-By, an initiative funded by the European Union and the Dutch government to promote sustainable practices in the retail clothing industry.
Made-By, set up by not-for-profit organisation Solidaridad, launched in the UK in March alongside a sustainable clothing roadmap developed by the Department for Environment, Food and Rural Affairs.
It aims to present a holistic view of the environmental and social footprints of fashion brands, monitored through independent factory visits and presented to shoppers on clothing labels.
To gain a grade “A” Made-By label, for example, clothing has to be manufactured in factories with maximum working limits of 48 hours a week for their workers and trade union representation.
Some 30 brands, including British clothing label Komodo, have signed up and Ms McAspurn says Made-By has held talks with a number of British high street chains regarding participation.
“A lot of sustainability initiatives have come out of the food retail industry but there’s also concern about the sustainability of clothing and its social and environmental impact,” she says.
“People don’t realise how complicated the textiles supply chain is. But we can track in such detail that we know the cotton farmer, spinner, weaver and dye manufacturer behind each garment.”
As with food sustainability initiatives, the incentive for brands is increased trade, with Danish fashion brand Jackpot saying its profits have risen by 60pc since signing up to Made-By.
“We’re engaging with customers, and they like it,” adds Ms McAspurn. “They understand what we’re trying to do.”