Mind the Gap

The Gap, at least in North America, is going to be selling a white, organic, unbleached, non-chemical dyed t-shirt. Good news - sort of. It will be interesting to learn about the equity in the supply chain - it does not claim to be a fairtrade item.

Where are we headed with ethical consuming? Of course many would say that consuming can never be truly ethical and that it is all a way for monster retailers and brands to help us conveniently forget the REDUCE that comes at the beginning of the reduce, re-use, recycle mantra. Others will point out that we do need clothing, although not in the large quantity that we currently purchase, and that what we buy should comply to the highest ethical standards.

The internet is full of ethical, organic, sustainable, eco, green, conscious fashion. Maybe it is time that the big retailers started to jump on the bandwagon - and Gap are certainly not the first by a long stretch. For me the question remains - is this a response to customer demand or actually a greenwash PR initiative that actually results in greater consumption, more money for retail giants, and another passing fashion?

I hope that the cynical interpretation is proved wrong. Time will tell. For the meantime a weather eye needs to be maintained that ethical fashion doesn't prove to be an oxymoron.