Ethical Fashion Evolved: By Morvern Connelly

I have studied fashion marketing for the past five years of my life and through that time I have learned about the growing crazes of hot topics such as ‘ethical fashion’ and ‘corporate social responsibility’. These trends have come about as consumers have become more educated that their purchasing decisions have a cause and effect. Consumers’ knowledge has grown substantially thanks in part to the internet and social media platforms which have shown there is nowhere to hide in the cyber and virtual world; company’s dirty laundry is out. The saying is true ‘consumers are king!’ they have the power to make change happen in the fashion industry with where they spend their money and lead to call for fairer practices.

In my opinion many fashion retailers have hit out with ‘ethical’ and ‘organic’ collections in a bid to make them the good guy and a poor attempt at not being tarred with the same brush as companies such as GAP. But to me this is just lip service; in my opinion it shows that okay that collection may be fair trade but what about the 500sq meters of retail space filled with all their other merchandise? And the ones that do sell fair-trade clothes I would not be seen dead in- hemp has been too over used........

My faith in retailers making affordable ethical fashion was all but gone, until I got an email about a marketing assistant position at Johari. I checked out their website for a full view of what they do. I looked at their online store and quickly started making a mental note of clothes I wanted; I had to double take- ethical, affordable and more importantly something I would actually wear! I was hooked! For the position I did my background research on the market and the company, and basically loved everything they do. At heart they are a social enterprise with 100% of their profits going back in to projects to help support and educate communities in the other side of the world in Kenya! What is not to love about a company that not only gives at risk people a job but continues to support and nurture them?!

So began my journey with Johari! Over the past few months I have loved my placement; working so closely with such a dedicated team (Ruth and Laura) has been a great experience and a real eye opener of what it means to be ethical. ‘Ethical’ is a buzz word now that covers a multitude of sins; a company may have ethical products but may not behave in an ethical fashion. This is where Johari to me stands out from the crowd- they go beyond ethical and Fairtrade.

§ Their products start in Kenya; they try their hardest to source completely from Africa; to keep business and money in the growing economy (which is apparently growing more than most in the world).
§ Their staff are handpicked by a support team of social workers, who identify at risk girls who would benefit the most from Johari and give them the support, teaching and encouragement they need. They teach them all the stages of production and encourage them to have creative license and feedback ideas on designs etc. Johari Designs, which has had zero staff turnover in the years they have been in business, not only help the artisans but aid their families also to ensure the girls get the chance they deserve.
Whether the fashion is for you or not; it is a great cause and idea that is not just dropping money and aid, then leaving them to get on with it. They are generating the local economy and helping their staff create a better life for themselves.

All this to me is an enhanced form of CSR (Corporate Social Responsibility). This model that Johari works under is the benchmark for what any company should aim for. A company has a responsibility to its environment, its people, its practices and their customers. Many companies succeed in one area and fail in another, it is very hard to make ethical business profitable but Johari proves that it can be possible.

I just hope more people check them out and I hope more companies look to what they do and aspire to be more like them. And for me I can’t wait to see where the company goes next!