by Niki Peralta.
For many years, there has been an increasing focus in our society on healthy eating as a critical part of our overall health. Many companies in the food industry have started offering healthier options with lower quantities of sugar, fat, and sodium. The Nutrition Facts required on packaged foods have enabled consumers to make better informed choices than they could without the nutrition information at their fingertips. Most of the world is aware that what we consume is important.
But what about what goes on our bodies? Do the fabric tags on your clothes provide enough information to know what impact they have on your body or our environment? Today more than ever, consumers want manufacturers to be transparent and to walk the talk. Consumers want to support brands that are doing good in the world, with 66 percent willing to pay more for sustainable goods, according to a 2019 McKinsey report.
This is the same idea that Amendi, a Swedish-American sustainable fashion brand, adopted in its stance to be as transparent as possible. The company strongly believes that consumers have the right to know the truth about the items they purchase. A key part of that is providing the information consumers need to make better informed decisions.
With that in mind, Amendi has implemented several practices to stay true to their mission and is constantly seeking ways to improve.
First, it provides Fabrication Facts on each garment sold, similar to the Nutrition Facts on packaged food items. These facts detail material and water sourcing information, as well as a cost breakdown for consumers to understand where their money is going. An informed consumer can help create a better society by purchasing items that are proven to be sustainably produced.
Second, Amendi does’t simply claim that it uses eco-friendly fabrics, but instead provides end-to-end traceability for all of the garments sold. Each item has a unique name and SKU number (a specific type of code assigned to inventory by a retailer) which can be used to trace the garment from its raw materials to the end product. Consumers can learn about the social and environmental impact of their purchase at each step of production through its traceability module. The module also includes the certifications and global standards met at each step of the production process.
Third, Amendi is gaining support from other companies and individuals to prompt the Federal Trade Commission (FTC) to update its Green Guides, last revised in 2012. This document helps marketers avoid making false claims about the environmental benefits of products sold, known as greenwashing. The update is long overdue and is needed given that the definitions of “sustainability” and “organic” have changed from what they were nine years ago. You can click here to learn more and support the petition.
Amendi is one of many fashion companies leading a paradigm shift across the industry. Its mission is to be as transparent as possible while helping other companies do the same. As a result, Amendi is raising the bar for the basic expectations consumers have across the fashion industry. If these current trends continue, the fashion industry as a whole may undergo a radical shift toward a better tomorrow.
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