Clothing with feminist messages seem to be the new trend. I personally dig this trend, as I think that fashion is a great way to express yourself. Sporting apparel that showcases feminist messages and slogans allows people, both women and men, to celebrate being a feminist and helps break away from the idea that feminism is a dirty word. However, we have to be aware of the story behind our clothing.
Recently, the Daily Mail came out with a report that uncovered the story behind the popular “this is what a feminist looks like” T-shirts produced by the brand the Fawcett Society. These shirts were featured in Elle UK and have been worn by many celebrities such as Emma Watson, Benedict Cumberbatch, Joseph Gordon-Lewitt, in addition to British politicians.
The report states that the women in Mauritius, Bangladesh producing these shirts in the CMT factory are paid just 62 pence per hour, which is less than one US dollar. The T-shirts cost around 9 British pounds to produce, but are sold for 45 British pounds, which is almost 70 US dollars. The women work 12 hour days and live in on-site housing that sleep 16 women to one room. One of the women working in the factory explained, “We do not see ourselves as feminists. We see ourselves as trapped.” The Fawcett Society denies these allegations, but says that the factory will undergo investigation. Hopefully, this investigation will bring awareness to consumers, especially because the CMT factory is one of the main suppliers for the biggest brands such as TopShop and Urban Outfitters. The contradiction between the message on the shirt and the story behind the shirt is obvious.
“On purpose” is different than a charity product—these artisanal suppliers are fully integrated into Kate Spade’s supply chain and Kate Spade relies on these producers as they would any other manufacturer. Kate Spade hopes to bring this success to other communities around the world.
As consumers and feminists, we have the power to choose what brands we will support and what brands we do not support. It is important to be aware of the story behind our clothes, not just buy the trendiest T-shirt available. We should support companies that promote true feminist messages by empowering not only the women who wear their product, but the women behind the products too.