Why the Fashion Revolution Is A Losing Battle

Fashion Revolution, a non-profit organisation concerned with fair trade and sustainability within the industry shocked the citizens of Berlin who appeared to have stumbled upon a real bargain when they came across a garish vending machine offering t-shirts at a meagre 2 euro cost.

However, there was a catch.

Before being able to purchase the t-shirt, consumers were subjected to a short video detailing the exploitation and untimely deaths endured by sweatshop workers and their families. Finally, they were confronted with the message ‘Do you still want to buy this €2 shirt?’ and were given the option to donate the money instead.

Although this social experiment appears to have ended on a positive note, with a vast majority opting to donate the money due to their conscience or social pressure from those around them, one must question the overall benefit. The idea behind this project, other than to raise funds, seems to carry the attitude that people need educating about exploitation in sweatshops. Here in the UK, we are often educated on the matter, whether it be in our school curriculum or through the multiple documentaries available on our television. In my opinion, it’s not ignorance concerning sweatshops that is allowing this horrific situation to continue.

Something I hear a lot when discussing this topic is ‘But if we didn’t buy the clothes, then these people wouldn’t have jobs’. I totally agree – If people didn’t rely on the availability of such jobs, they would no longer exist. It is logical to derive from this that a worldwide boycott would only serve to exacerbate the situation. The ideal solution would be to speak out to these companies and express the desire to pay a fair amount for clothing so that in turn, the workers can earn the wage that they deserve, in a safer working environment.

However, there is an unfortunate paradox which must also be considered. Whether you pay €2 or €200 for a t-shirt, it may not make a difference.  Just imagine if all those people who were convinced to not buy the cheap vending machine t-shirts then made their way to Gap, or another mainstream store that is renowned for unfair labour, with the false belief that a higher price ensures better treatment for workers. Evidently, this is not the case.

I feel that the key here is transparency. Information regarding the sources for huge multinational clothing lines should be made publicly available for consumers, so that they may make informed decisions. Furthermore, consumers should hold the power to tell these companies where they expect their money to be going – with severe penalties placed upon those which do not put an emphasis on basic human rights and are not meeting consumer expectations.

Perhaps I’ve been possessed by the restless spirit of Karl Marx, but I believe that companies should exist to serve and cater to the people – including their employees – before profits. In our capitalist society where we are constantly being coerced to hand over our money, we deserve more say on what happens with it. Without that power, there is little hope for change.