Not My Style launches free iPhone App for London shoppers, notifying transparency of fashion brands.
Fast fashion still storms the retail category and clothes are growing in volume on a regular basis. Not My Style, a non-profit social enterprise where 100% of all donations go to fund the development and future expansion, states that a myriad of clothes are made globally by more than 40 million apparel workers, yet most of which are located in poverty-stricken countries….
But the real fact is one: consumers simply can’t access compliance data. Not until yesterday: Not My Style aims to change this dilemma by providing consumers (with this app) the power to choose ethical options for their wardrobes.
After successfully completing its Kickstarter goal in December 2015, Not My Style launched the first version of its iPhone app. The app has rated more than 100 High Street brands and brands, based on how much compliance information they share on their websites. Ecoalf, Patagonia and Nudie Jeans just to new three are stars, while Superdry, Forever 21, Jaeger are to avoid according to Not My Style, just because the company doesn’t provide the necessary transparency on their compliance data. The Stars and Good-to-Shop ratings include also a direct link to the online shops of the brands.
Consumers can use the app while they shop, and it also connects to social media platforms, so they can share ratings with friends or contact the brand directly.
“We’ve built the app to be simple, stylish and give you the information you want so you can make shopping decision that match your values. We’ve rated over 100 high street brands based on how much they share about the people who make our clothes on their websites (Ratings here). It’s designed to be used in the moment, while you’re out and about, and is fully integrated with social media so you share a brand’s rating with friends, or tweet the brand directly. We’re just in London at the moment, but will shortly be rolling out across the UK.” Not My Style
With this new iphone app (to be followed by an Android app and to be applied to additional UK cities soon) end-consumers have access to information such as how their preferred High Street retailers and favorite brands treat their garment workers. Each brands’ website is evaluated using 22 key indicators that determine how much compliance information is disclosed by brands.
Not My Style focuses on whether brands disclose apparel factory information, pay their workers a living wage and share supply chain audit results. Each retailer is provided one of three ratings: shop, think or stop. Brands that fall in the “shop” category share the most compliance information, while brands that earn a “stop” rating are the least transparent about working conditions.
Not My Style rates many brands on its app. The most transparent brands listed include & Other Stories, New Look and Uniqlo, and Boohoo and Urban Outfitters are ranked among the least visible.
Source: Sourcing Journal / Not My Style