Events

The faces behind the production of Australian fashion were revealed to savvy shoppers when Ethical Clothing Australia launched its first consumer awareness campaign in October. The campaign was officially launched by Chris Evans, Minister for Tertiary Education, Skills, Jobs and Workplace Relations and the Ginger and Smart boutique in Paddington, Sydney.

The new campaign, entitled ‘Meet Your Maker’, aims to educate consumers about the importance of ethical manufacturing in the garment industry and assist them to make an informed choice for shopping ethically.

The campaign website - www.meetyourmaker.org.au –connects consumers with the makers behind the garments they purchase. A special URL and scannable QR code on the swing tag takes consumers directly to the web page of the maker that was involved in making that particular garment. Consumers are also able to write messages and upload photos of themselves wearing the garments on the makers’ own web pages.

In profiling these makers, the campaign highlights 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.

Simon McRae, National Manager for Ethical Clothing Australia, officially launched the campaign alongside Senator the Hon Christopher Evans, Minister for Tertiary Education, Skills, Jobs and Work Place Relations, at the Ginger & Smart boutique in Paddington.

“We now have more than 60 Australian businesses already accredited and applications for accreditation doubled last year,” Mr. McRae said. “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.

The launch event at the Ginger & Smart boutique was attended by more than 40 representatives from the TCF industry and union. Importantly the audience included a number of Ethical Clothing Australia accredited brands that are participating in the Meet Your Maker campaign; Nobody Denim, Cue, Gideon Shoes and Ginger and Smart. The event also resulted in significant media coverage, including SBS World News, ABC radio, major daily newspapers and both local and international industry publications.

Labels that are Ethical Clothing Australia accredited and involved with the Meet your Maker campaign include Ginger & Smart, Gideon Shoes, Nobody Jeans, Cue, Lydra, Otto & Spike, The Social Studio, Silver Fleece and New Model Beauty Queen.

To meet the makers, write them a message and upload your photo, please visit www.meetyourmaker.org.au