I often get asked what the biggest challenge for the ethical fashion industry is. I was asked this recently by a journalist. I told him that the biggest challenge is for the 'ethical' fashion sector to be seen not as a niche market that deserves only a small amount of shop floor space in Top Shop or M&S, but as a norm.
When I see Top Shop's Fair Trade Foundation certified organic cotton fair trade t-shirt, I am pleased that large fashion companies see that fair trade fashion is something worth investing in, but it always makes me wonder what it says about the rest of their collections... Is an £18 pair of fair trade, organic cotton jeans really 'ethical'?
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