Bought a T-shirt to support Australian bushfire relief or Planned Parenthood? This is for you.
When the Australian bushfires started making front-page headlines all over the world, the fashion industry responded the way it has responded to many tragedies over time: by selling stuff.
It's a pattern that the fashion industry has enacted over and over in recent years, whether the headlining cause be reproductive rights in the U.S. or anti-Brexit politics in the UK. Online Retailers Are Making 'Sustainable' Fashion More SearchableThe Future of Sustainable Materials: Milkweed Floss Though scientists are still puzzling out exactly what percentage of the Australian bushfires can be attributed to climate change, it's clear that longer and more intense fire seasons are exacerbated by a warming planet. For brands that seem totally unconcerned with their carbon footprint most of the time to suddenly launch a fundraiser aimed at providing relief in the face of climate-related natural disasters, then, is more than a little ironic.
"But making a product to sell and diverting the funds from the sale of the product as a charitable donation is a way of reaping the benefits without actually using your own money," says Anika Kozlowski, assistant professor of fashion design, ethics and sustainability at Ryerson University. Activism merch might still serve a purpose, but it needs to be reimagined. This could include a circular approach in which companies employ existing fabrics or garments and upcycle them. And incorporating pre-ordering can help reduce overproduction, Kurzawa notes."Brands should definitely have an activist role, but I don't agree with selling a product to do so," says Kozlowski.
"We need to do more listening," asserts Kozlowski. "The biggest mistake I see brands making is to quickly jump to support a social cause that is trending to make themselves visible. If there's a cause or charity that speaks to you, find ways to support that community; engage with them, listen to them and find out what it is that they need."
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