OVER THE decades the fashion business has had many stamps put on the garments so that customers can identify what they are getting. Most of the stamps/tags have been for fabrics. The Terene tag was one of the first by ICI for its special fabrics, and then came the popular Sanforized mark that was for preshrunk fabrics. The others in present times are Lycra, followed by Tencel, Modal and the Cotton Gold Council tags.

The latest to enter the market is the Shop For Change stamp for fabrics which encourages fair trade from the cotton producer’s level to the garment stage. It is an Indian label, for the Indian market, for the benefit of Indian people. This stamp supports farmers so that they can be self reliant and their business is handled in an ethical manner to benefit not only the cotton growers but also the fabric manufacturers and then the garment labels. The main aim for Shop For Change is to support the farmers and cotton producers so that the manufacturers can benefit.

In the west brands such as Tesco and Wal-Mart have already adopted the fair trade concept for all their consumer product ranges including cotton textiles and garments. The main difference between the Shop For Change stamp and the earlier ones is, that it is applicable not only to cotton and silk fabrics and garments but to all consumer goods including foods, home appliances, etc.

It is high time that the Indian fashion and retail business including designers work towards upgrading the lives of cotton and silk farmers in India so that the supply chain can be organised and the farmers are self reliant with constant business.

The Shop For Change certification assures that from the cotton farmers to the garment stage there is fair trade for all concerned. Main emphasis is on the cotton farmers as that is the important area of concern, but each segment benefits from this certification. The farmers build business through an organised supply chain, the companies are ensured of quality which in turn helps brand building and customers get a third party seal of approval for social and environmental responsibility which makes a difference in the lives of poor farmers.

Some designers are promoting environmental and social causes through their designs. Anita Dongre created unconventional organic collections a few seasons ago under her Grassroots label and also presented the Liva Viscose by Birla Cellulose formal knit line in 100 per cent green viscose which is zinc free and ideal for knits and woven.

Shop for Change is already discussing with 4-5 cotton producers and will be tying up with mills and then with various Indian domestic

brands to promote the concept. High fashion designers should also consider this certification which will add to their brand equity, which will enable them to attract international and domestic recognition from buyers.

Meher Castelino is a fashion consultant