Ethical Clothing Australia launches ‘Meet your maker’ campaign

Ethical Clothing Australia has launched a PR campaign to alert consumers to a new platform that allows them to connect with the makers of their purchases.

By scanning a QR code on a garment’s label with their mobile phones, consumers will be driven to a website – meetyourmaker.org.au – where they can get information on the makers of their purchase.

A press release from Ethical Clothing Australia read:

In profiling these makers, the campaign will highlight the Australian brands leading the new wave of ethical fashion, ensuring all the workers involved in the manufacturing and production of their garments are paid fairly and treated properly.

Meet Your Maker aims to draw recognition to the Ethical Clothing Australia swing tag or label (the trademark stitched ‘e’), which indicates that a garment was made in Australia and everyone involved in its production received, as a minimum, the legal rates of pay and fair working conditions.

Brands involved in the initiative are Ginger & Smart, Gideon Shoes, Nobody Jeans, Cue, Lydra, Otto & Spike, The Social Studio, Silver Fleece and New Model Beauty Queen.

Simon McRae, national manager for Ethical Clothing Australia, said: “We now have nearly 60 Australian businesses already accredited and applications for accreditation doubled last year. This shows there is a strong demand from both industry and consumers for ethically Australian made clothing and footwear. We hope that the ‘Meet Your Maker campaign’ will help to build on this growing momentum.

Comments


  1. Lucio Ribeiro
    26 Oct 11
    4:55 pm

  2. What a great use of technology to demonstrate CSR efforts. Well done.

  3. Helen
    27 Oct 11
    3:30 pm

  4. Great campaign, somewhere along the way we forget that real people are behind some of the success stories from the Australian fashion industry. Hopefully people remember that through this campaign.

  5. a
    28 Oct 11
    10:03 am

  6. For once, technology actually making a difference to the consumer experience, unlike that Lipton dross – liking for the sake of liking.

  7. Priyanka Rao
    28 Oct 11
    10:30 am

  8. Fantastic initiative!