“If you buy unsustainable fashion, you are telling brands it is okay to be unsustainable.”
Bruno Pieter told the UK Guardian in March 2012.
Pieters was formally a designer at Hugo Boss and had just launched his own label, Honesty By, which claims to be a 100% transparent fashion brand, but doesn’t promise to be impossibly perfect in terms of every aspect of ethics.
His idea and the term he coined ‘fashion transparency’ has started a lot of buzz in the fashion industry for it’s plain logic- we good-willed fashionists have had our heads spin with greenwash that sometimes contradicts itself (organic but draining rivers, vegan but made in sweatshops…).
Fashion transparency simply list how things were made, by whom, where and with what- then you choose to buy it or not.
Another core argument of Pieters is the integrity of luxury brands.
He argues that a brand that made its name for being Italian quality should be made in Italy and that a brand that is iconically English should be made by the English in an old fashion iconic way, or something that boasts American quality and innovation, needs to be made in America by legally paid Americans.
“If you look at luxury brands, they gained their consumer trust when they were small and hand-crafted. Everything was done to a high quality. Sure, you paid for it but you knew what you were getting,” he told the UK Guardian.
He explained that you no longer get the handmade heritage item, it’s made in supply lines like budget fashion (and the fakes the luxury brands complain about), but you pay for the mark up as if it was handmade by their own specialist artisans and workforce.”…the heritage of what people are buying into isn’t what is being delivered.”
Essentially, if it’s not made the way the brand presents itself, it’s false luxury and you’re a fool to pay for it (my words not his).