The fashion and textile industry has been experiencing many challenges over the last couple of years but what is seen to be playing a key role in changing the industry is the radical shift of consumer behavior. Indeed, the new ‘millennial customer’ is one defined as 'compassionate' or 'conscious' consumer – one that considers the full effects of each purchase and distrusts obscure sustainability claims. In that sense, the demand for further transparency in the supply chain becomes pressing and the changes inevitable.
The fashion ethics organization ‘Fashion Revolution’ has defined transparency as the first step to transform the industry thus urging consumers to start asking the ‘who made my clothes?’ question. This is not an easy task though and it requires fashion and textile companies to comply on the basic principles of a transparent, sustainable supply chain: corporate accountability and traceability. Some innovators are already paving the way by using technology (such as blockchain) and research to create a sustainable and ethically formed supply chain with great results.
Loomia is a company that is experimenting on how to gather consumer data directly from the textiles and then use that data on a blockchain. The company prides on wearable technology and smart textiles that tracks data embedded with the LOOMIA Electronic Layer (LEL), a soft flexible circuit and a company trademark. In this way, all textile and garment data are being stored and updated throughout the supply chain, enhancing traceability.
Honest By is an ethical fashion company founded by Belgian avant-garde designer Bruno Peters and focuses on providing shoppers with a great volume of information about its garments and supply chain procedures. Peters, a prominent figure in the field told industry site Business of Fashion that "Buying a mystery will be an absurd concept soon. There's no luxury in a riddle.", forecasting that transparency in the fashion industry is an inevitable development and an increasing consumer demand. This is indeed a prolific company based on total traceability and transparency proving that ethical policies can also be commercially successful and rewarding.
Better Kinds is a company that focuses on decentralized manufacturing and sustainable production while allowing customers to have a full aspect of all the garments manufacturing stages. They offer a blockchain based claims verification tool that enables consumers to scan the item’s label via a mobile and follow the route and production chain of each garment, its origin, audits and accreditations. The company considers transparency in the supply chain a key factor in restoring customer faith in the fashion/textile industry, a choice considered both ethical and profitable.