Monday, February 07, 2011

Fashion mit oder ohne Victim.

The following quote (unfortunately in german) is taken from the readworthy article "Das Welthemd" by Wolfgang Uchatius about the simple white 4,95 € H&M-shirt (published in DIE ZEIT). It does not only trace the way of the t-shirt from the cottonfield to the shop, but it also shows very clearly, that it is our responsibility to change our clothes backround and impact on the earth and people! 
"Der Reichtum der reichsten Männer der Welt ist klein, verglichen mit dem Besitz all derer, die jeden Tag durch die Fußgängerzonen und Shoppingcenter von Los Angeles, London oder Dubai laufen.

Knapp 1,5 Milliarden Menschen, 20 Prozent der Weltbevölkerung, verfügen über genug Geld, um sich Kleider von H&M anzuziehen. Soziologen nennen sie: die globale Konsumentenklasse. Geschätztes Vermögen: 185 Billionen Dollar.

(...) Sie sind es, die anfangen könnten, Fragen zu stellen.(...)
Die globale Konsumentenklasse fragt nicht. Sie kauft."
There are several ways to do good with our money (>> Karmakonsum), to spend it "right". So called "Carrotmobs" are one possibility that "puts the flash-mob phenomenon to high minded use". The concept of the carrotmob definitely makes our impact more obvious, seeable and reportable. But that doesn't mean we shouldn't also care when we buy on our own, independently. Keep conscious about the difference we make everyday.

The article above refers to products by H&M. One, maybe even the one, well knowned and most loved fashion brand in the world. The article points out how much influence the huge brands have on how things are produced. And the quote tells us, that WE have all the influence on these brands. All their considerations are about how to make us buy. So - here is something worth considering:

H&M just brought a sustainable style line into shops. Actually you can't even call it line, it is more "some pieces". Now: Shall we buy them to support the attempt into the right direction? And by this maybe make H&M aware of the demand for ecological products and the benefits that are in it for them? Or is it wrong and contraproductive to spend money an a brand that is not producing ecologically because they believe in it, but because they want to "greenwash" or because it is just another segment that attracts new customers (and maybe hopes for "extra-buys")? They don't say anything about the transport and production of the product - is it "clean" and ethical/fair? Is it just the material that is ecological? What about the coulouring?

Well, I can't answer these questions.
Most probably it's not a reason to congratulate H&M. But it is in fact a very low-threshold opportunity for everyone to buy eco-fashion. It also tells us that sometimes we can contribute to a change by just checking on the label whether the piece is from the "sustainable line" or not.

It's made easy to buy better.
+ some of the pieces actually look quite good :)
(except for the flaptrousers: they're just too much reproducing the anti-chic image of ecofashion!)

pieces from the H&M "sustainable style" line


Carla-Marie said...

Das linke hab isch jetzö! :D

Jana said...

cool, sehr cool. Das guck ich mir an, wenn ich wider zu Hause bin!! <3 <3