Brand catalog aims to promote ethical fashion

  • News
  • June 30, 2016
  • Caitlin Salter
Brand catalog aims to promote ethical fashion

The site was founded by Natalie Grillon and Shahd AlShehail, who met in 2013 as global fellows at Acumen, a non-profit impact investing fund.

Grillon had worked for a cotton company in Uganda that implemented an organic and fair-trade cotton-farming programme and AlShehail had co-founded a Saudi Arabian fashion house.

Soon after they started formulating plans for Project Just, the Rana Plaza collapse in Bangladesh brought fashion workers’ conditions to the forefront of people’s minds.

Project Just aims to build a community to help shoppers learn the stories behind their clothes.

The website, launched last year, features brand profiles researched by ethical, social and environmental factors.

Its Just Approved section is a series of guides to help users discover the best fashion companies and brands to shop with.

Grillon says the aim is to have as much transparency to the fashion industry as possible.

“Our Just Approved lists represent a seal of approval for the fashion industry, indicating to shoppers the best brands to shop in with their ethics and values.”

Since December, more than 75 brands have been added to the site, which has clocked up more than 50,000 user visits.

A crowd funding campaign launched last week has already raised 77 percent of the total goal of $30,000.

The aim of the campaign is to add 100 additional brands to the directory and release 12 more Just Approved guides.

Grillon says real change happens through the accumulation of small choices people make every day.

“As shoppers we can all vote with our wallets and shift demand towards positive moves and practices in the industry.

“We are committed to fostering transparency and to growing a community of shoppers, brands and retailers who can positively exercise their knowledge, ultimately, championing the farmer or worker at the bottom of the supply chain.”

The most important shift for shoppers is the need to think consciously about what they are buying, Grillon says.

And people’s perceptions of the fashion industry are changing.

Grillon says a growing number of people are becoming aware of the issues in the supply chain, thanks to campaigns like Fashion Revolution – an international movement for shoppers to ask brands “who made my clothes”.

“You see a resurgence in both shopping and wearing vintage, and an expanding cultural norm to express individuality through dress.

“We hope this means a move away from trend-focused shopping behaviour, where you buy for a few wears and discard.”

American clothing range Reformation released a measurement of the impact of each item they produced.

The introduction of the measurement, called the REFscale, is an exciting change from Grillon’s point-of-view.

“It was the first time a popular brand in the US had valued an apparel item based on its impact, and not just its price.

“It was also and indication that they think their consumer wants to know and cares.”

International giant H&M, which will open its first New Zealand store in Auckland later this year, started a recycling campaign – a seismic shift for such a massive company, Grillon says.

“It generated a really great conversation in the community and the media. The more coverage the fashion industry and ethical fashion gets, the better.”

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Michael Hill International posts $17m profit

  • News
  • August 22, 2019
  • Radio New Zealand
Michael Hill International posts $17m profit

Jewellery retailer Michael Hill International has reported a lift in profit but is feeling the pinch of lower sales and squeezed margins.

Read more

Dylan Mulder explores new digital frontiers in the fashion world

  • Design
  • August 22, 2019
  • Findlay Buchanan
Dylan Mulder explores new digital frontiers in the fashion world

“What might a Louis Vuitton or Off-White digital piece of clothing be like?” Matthew Drinkwater, head of the Fashion Innovation Agency at London College of Fashion, mused to Vogue in April earlier this year. The question came in the wake of Carlings, a multi brand Scandinavian retailer, selling out its first digital-only clothing line. The process saw fashion designers manipulate photos of customers, so it appeared as though they were dressed up in Carlings' apparel. Customers would then go on to share the photos of themselves on digital platforms, Instagram, Facebook, and the rest, without actually having to wear the clothes.

Read more

Gem Retail Hotlist: Be Free Grocer flourishes in Palmerston North

  • News
  • August 21, 2019
  • Sarah Dunn
Gem Retail Hotlist: Be Free Grocer flourishes in Palmerston North

Retail isn’t an obvious next step for a couple who met during five years’ volunteering at a Malaysian wildlife sanctuary, but Bronwyn Green and David Phillips’ passion for animals has led them to tackle waste management from the shopfloor. Green shared insights about their plastic-free grocery store Be Free Grocer with The Register.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

The bridal industry changes driving Karen Walker’s new Atelier range

  • Design
  • August 20, 2019
  • Sarah Dunn
The bridal industry changes driving Karen Walker’s new Atelier range

In the last couple of years, Kiwi fashion designers like Ingrid Starnes, Juliette Hogan and Paris Georgia have rolled out bridal ranges. Now they’ve been joined by Karen Walker. We asked Walker what’s behind the rise of designer bridal.

Read more

Are you on The Retail Hotlist 2019?

Join us in celebrating the vitality and innovation of New Zealand’s retail sector by voting for The Retail Hotlist. The NZ Retail team and Gem, ...


Shop with The Register: Dress up for New Zealand Fashion Week

  • News
  • August 19, 2019
  • The Register
Shop with The Register: Dress up for New Zealand Fashion Week

Retailers are busy, and busy people don’t have time to be constantly catwalk-ready. But if you’d like to shine a little brighter while checking out the new season apparel at New Zealand Fashion Week, here’s some great ideas for professional women.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit