Founded in the wake of the devastating Rana Plaza disaster, the Who Made My Clothes movement shines a spotlight on the notoriously shadowy supply chains of the global fashion industry. Identified by the famous hashtag #whomademyclothes, the movement has garnered international support and prominence.
Who Started the Who Made My Clothes movement?
Created by Fashion Revolution founders Carry Somers and Orsola de Castro, the Who Made My Clothes campaign asks consumers the simple question of who made your clothes? It highlights the disconnect between the clothes we wear and the places and people that made them. The movement asks consumers to demand greater supply chain transparency from the brands they buy from.
Built on the idea that no one should have to suffer for fashion, the movement encourages consumers and the industry to hold brands accountable for the safety of workers.
Largely a social media movement, the Who Made My Clothes campaign is often characterised by images of garment workers holding signs reading #IMadeYourClothes.
A Movement Born from Tragedy
This movement that works to do so much good in the clothing and garment industry was born out of tragedy. In 2013, the devastating Rana Plaza disaster shocked the world. On 24 April in Dhaka, at least 1,132 factory workers lost their lives when Rana Plaza, a building housing five garment factories, collapsed.
Making this heart-breaking tragedy even more sobering, was the fact that it was avoidable. Management had been made aware of cracks threatening the building’s structural integrity the previous day but had ordered workers back inside to meet tight industry deadlines.
Who is Fashion Revolution?
The world’s biggest fashion activism movement, Fashion Revolution is trying to create systemic change across the fashion sector. The global non-profit campaigns for a fairer and safer fashion industry. Two key activities of the Fashion Revolution movement are Fashion Revolution Week and the Fashion Transparency Index.
Fashion Revolution Week
Commemorating the Rana Plaza collapse, this yearly event brings together people from all corners of the fashion sector. Industry experts, designers, brands, consumers, producers, policymakers and more all come together to call for a better fashion industry.
The event helps to raise awareness of the issues facing the textile and fashion industry. It also enables productive discussions and workshops to try and solve these issues.
A global event, the week sees activities happening around the world. Workshops, webinars, open studios and much more are a part of this annual campaign. Every year the week has a new theme that is reflective of ongoing challenges the fashion sector is facing and that represents the current problems of the industry.
Fashion Transparency Index
The Fashion Transparency Index, as the name may suggest, examines brands’ supply chain transparency and traceability. The index takes an in-depth look at 250 of the biggest global fashion brands. It is a yearly review that examines the level of information on human rights, environmental policies, activities and practices that brands willingly disclose to the public.
Companies that disclose more detailed information for their entire supply chain are ranked as more transparent than those that disclose little information. All the data gathered is compiled to give an overview of transparency in the industry.
The Benefits of Transparency
While transparency doesn’t guarantee a fair or sustainable fashion brand, it is the first step towards it. Transparent supply chains and policies give consumers an informed choice about where and how the fashion they buy was made.
The index helps to hold brands accountable for their supply chain policies and actions by highlighting the information, or lack of, that they readily provide.
What Does Fashion Revolution Stand For?
Fashion Revolution and Who Made my Clothes are global movements that try and change the fashion industry at all levels. They aim to create a sector that is clearer in its operations and that is kinder to people and the planet. To do this, it focuses on a variety of different areas that need to improve to create a better industry.
Wages, Workers, and Conditions
The organisation was founded in an inequitable fashion system thriving on exploitation and poor working conditions. It was created to stand for improving the lives and conditions that workers have to face.
This includes paying fair and living wages (differing from minimum wages that often don’t cover basic living costs). It also includes providing working conditions that are safe and free from preventable hazards.
Human Rights and Fair Trade
Since the Industrial Revolution, the fashion sector has been rife with human rights abuses. Fashion Revolution wants this to change. It’s working to create a new sort of revolution, spawning an industry that protects workers’ rights and the environment.
Practices including punishing workers for unionizing, employing children, forcing unpaid overtime as well as exploitation and slavery are all issues that the fashion industry faces. By advocating for a transparent and accountable sector, Fashion Revolution is helping to change this.
Transparency and Systemic Change
Fashion Revolution and the Who Made My Clothes movement are about more than changing one brand, one business model or one part of the supply chain. They are about creating lasting and systemic change. Change that empowers workers and consumers to demand a better industry and invites everyone in the fashion sector to have a seat at the table.
How do Fashion Revolution make change?
The organisation campaigns governments, encourages consumer involvement and works with brands to transform policies and practices. Fashion Revolution even played an integral part in developing the EU strategy for sustainable textiles.
It also incentivizes and facilitates brands to take a more sustainable approach. It hosts the mentoring program Fashion Open Studio for new designers and launched Small But Perfect, a program to facilitate circular fashion solutions.
The movement also encourages consumers to get involved and become activists. This goes beyond just joining events and promoting the social media hashtag.
The Who Made My Clothes movement inspires shoppers to write to their favourite brands to ask for supply chain transparency and better conditions. They even offer free resources to help consumers do this (see above).
The Clean Clothes Campaign
Started in the Netherlands in 1989, the Clean Clothes Campaign is another organisation working to create positive change. The campaign has grown to now include over 235 organisations in its network operating in more than 45 countries worldwide.
Like Fashion Revolution, the organisation aims to protect the rights and safety of workers and to improve working conditions in the textile sector. In some ways taking a more specific approach, the organisation also works to identify local problems in the industry. It has resources to support workers and groups fighting against rights violations.
What Has Been the Impact of These Movements?
In the nine years since the Rana Plaza collapse, the Who Made My Clothes movement and Fashion Revolution have made a vital impact.
In 2018, the Fashion Transparency Index saw companies average a score of 35% on data published regarding factory lists. This same year, 3.25 million people asked the question #whomademyclothes? during Fashion Revolution Week. The hashtag #WhoMadeMyClothes had also received over 156 million impressions online just by 2017.
The Fashion Transparency Index has seen some improvement in the industry. While the overall average score stayed steady at 23% in 2021, the same as the 2020 average, scores in several individual sections that were monitored did improve.
These movements have grown to be worldwide networks and a voice for the underprivileged in the fashion industry. As they increase awareness of the issues in the industry, advocate for transparency, and pressure factory owners and fashion companies to operate more responsibly, the more this change will come.
The Who Made My Clothes Movement
The Who Made My Clothes movement has become an international network. A network that’s working to create a fairer, safer, kinder and more sustainable fashion industry.
Standing for the rights of fashion workers all over the world, the movement has gained international prominence. It has become a driving force in creating systemic change across the sector.
While there is still a way to go, Fashion Revolution is working to make sure we all know the answer to the important question of who made your clothes?