Launching and crowdfunding for Not My Style, an app that will create a consumer movement to push fashion brands to be more transparent about their supply chain.
The fashion industry has changed beyond recognition over the last decade. With 97% of our clothes being made overseas, and 40 million garment workers across the world (around 85% of whom are women), we can’t turn a blind eye. Fast fashion is literally killing people.
Fashion retailers have made progress in their supply chain practices over the past few years. There is, though, still a very long way to go. Information on who makes our clothes and their working conditions remains elusive, even for the savviest consumer. The industry is in a vicious, opaque catch 22: Brands say that consumers don't care enough to push them to disclose their data, but consumers can't access the data easily, even if they try.
Not My Style is an app that will create a consumer movement to push fashion brands to be more transparent about their supply chain. The mission of Not My Style is to improve the lives of the women and men who make our clothes. We will launch our crowd funding campaign at Trust Women to raise funds to build the Not My Style app.
Here’s how Not My Style will empower consumers to make smart, informed choices about where they shop, and importantly, push brands to be more transparent about the women who make our clothes:
- Our app will be made to be used in the moment: When shoppers come out of the tube at Oxford Circus, they aren’t taking the time to read a report on supply chains from an NGO, or research what Topshop’s policies on ethical labour are. They can open the app and access the ratings on the stores in front of them.
- We've taken the data that exists, included our own analysis and distilled it into something simple. Our assessment considers leading industry research and accessibility of information for the high street shopper. We don’t want to reinvent the wheel, instead we are repurposing existing data for an audience that does not have the time or inclination to make sense of this complex issue themselves.
- It's about positive incremental actions that, combined, can create a movement. One woman changing her shopping habits won’t have a huge impact on the women and men who make her clothes, but with thousands of people choosing to shop with the brands making more of an effort, and being more transparent about their supply chains, we will see a change in the industry. Consumer pressure can and will exert the outside force that will make positive change happen, faster.
What help is needed
- Delegates – open your phone and fund our campaign. Our target is £20,000. This will fund the development the app, the building of the website and provide funding to support the launch of Not My Style.
- Delegates – Crowd funding only works with a crowd. If you think it’s worth backing, please share widely, particularly on social media. Everyone can help us make this happen.
- We would love to partner with a technology company who is interested in what we’re trying to do.
- Everyone we speak to about Not My Style is amazed and excited by the idea. We would love some help conveying this message to our next big audience – our users. Communications support would be incredibly appreciated.
- Legal advice to support the launch of Not My Style
- This is just the start – we are looking for partners. Approach us with your ideas.
Can you support this action
At Trust Women delegates take action and forge tangible commitments to empower women and to fight modern-day slavery worldwide. You can get involved. Tell us how you would like to contribute to an Action clicking the button below. Every idea and contribution counts. Don't be shy!