Ethics and Fashion
I was recently asked by a high school student why I had opened Levant and I thought I would share my response with you. It is nearly 12 months from when we opened and it was quite interesting to re-visit my ideals and beliefs and find that 12 months on I am more committed than ever and passionate about ethical fashion.
'The decision to open an ethical business that focused on ethical, sustainable products was based on a belief that even our smallest choices are important and can make a difference. There is a lot of misinformation about sustainability and ethics and it was a way to showcase different products that have slightly different focusses while still being based on ethical choices.
Initially it was difficult to source products as it is quite a fragmented industry at the moment. However, I am now being approached by different wholesales and small businesses.
We focus on a combination of Australian Made products as I believe a transparent supply chain is very important and if we want the Australian Economy to stay bouyant we need to support it. Also, the fashion industry has a HUGE carbon footprint which is directly related to fabric and garments being transported from country to country for different phases of the production cycle to get the ‘cheapest’ product - the ‘cheapest’ product generally comes with hidden costs that are not readily apparent. We also stock fair trade products - at least if we are importing products lets make sure we are supporting products that are ethically sourced.
Our target market is conscious consumers - consumers that are educated and are looking for quality products.
I believe that consumers are more ethically aware however I think that people don’t necessarily believe they can make a difference and therefore make excuses to buy cheap products. I believe that at present consumers have the power to make change by spending their money in an informed manner and demanding transparency. The global market has many advantages but also many disadvantages, one of the major disadvantages is that people lose their sense of connection and understanding about where products are sourced. I believe we all need to think about the future we would like to see and then work towards ensuring that our choices today support that future’.