In The News
To mark the anniversary of the Rana Plaza Factory Collapse, Fair Trade USA will launch a digital photo campaign called “We Wear Fair Trade” with its apparel partners Patagonia, Outerknown, Obey, Athleta and Prana, on Fashion Revolution Day, April 24.
The trade group, which provides the Fair Trade mark to products that adhere to a strict checklist of sustainable and ethical labor practices, has moved beyond food products such as coffee, bananas and chocolate to apparel and home goods, starting in 2010.
With its brand partners, the group has created a photo campaign, shot by outdoor photographer Jeff Johnson, to encourage consumers to choose Fair Trade Certified clothing.
The series of still portraits features thought leaders and athletes wearing their favorite Fair Trade Certified products. These include Patagonia chief executive officer Rose Marcario, the brand’s freediving ambassador Kimi Werner and surfing ambassador Dan Malloy; Outerknown founder Kelly Slater and chief creative officer John Moore; Obey founder and artist Shepard Fairey; Athleta president and ceo Nancy Green; and Prana climbing ambassador Chris Sharma, and surfing ambassador Kelly Potts.
“We launched based on consumer demand,” said Maya Spaull, senior director of apparel and home goods at Fair Trade USA. “People were wanting to know where their clothes come from, how they were made and who touched them. Those people often can be faceless and nameless, so we’re drawing attention to who they are and what they do.”
Continue on to the full article to learn more about the importance of Fair Trade Certification within the fashion industry: http://wwd.com/fashion-news/fashion-scoops/kelly-slater-shepard-fairey-fair-trade-usa-we-wear-fair-trade-campaign-10872342/