Introducing Thread.I need another designation. This came from the PR on behalf of the BBC, so it's not commercial, but it doesn't quite seem to sit right under the section for gov, local gov and ngos/charities either.
I think it must be because I am not that big on fashion as, almost by definition, it seems to suggest moving on (and hence spending) quite quickly from one thing to the next for no clear reason except to be different. And speaking as one whose wardrobe evolves at a glacial pace, I find it hard to reconcile anything planet-saving with stick thin models and their caravans of hangers on scooting round the world selling ever more bizarre stuff at silly money... even if on (very rare, and hence fashionable) occasion it might be a tad greener than some.
It didn't start well. Actually, it almost didn't start at all. A dirty great envelope arrived with some anorexic yoof model (the strapline is 'Fashion Without Victim, but this is a different 'cause du jour' and hence I guess OK by not being that department) on the front wearing a T-shirt shouting 'Save the Future'. And out of this fell an equally vast magazine, publicised using 100% this and that, with more of the same. Three words and one picture a page with various moody teens wearing stuff I thought just looked like jeans and t-shirts but I suspect have pricer labels on account of not coming from a charity shop or Primark.
So I nearly passed, as helping the BBC flog trendy new publications, especially rather 'inefficient' one's of dodgy enviROI, in the name of green really ain't my... Katherine Hamnett... bag.
Anyhooo...
It's not a magazine and it's not for sale. I am just not sure who it benefits and who and what the cost was/is.
Here's the blurb, as provided, E&EO (new acronym: Edited (for space and/or often rampant, redundant client-laden unnecessary verbiage)) & Eyebrow-cranked (if I think some claims may be a tad over-egged:) Often:
BBC LAUNCHES ONLINE ETHICAL FASHION MAGAZINE ‘THREAD’
AS ONE IN THREE YOUNG PEOPLE TURNS ECO-GLAM
As ethical fashion promises to be the next big thing, the BBC has launched ‘Thread’: a new online magazine for fashion conscious people who care about where their clothes come from.
New research conducted for Thread among 16-30 year olds has shown that ethical fashion is no longer a fringe movement; almost one in three (31%) intends to buy more [in addition to... or instead of... the next big things?] ethical fashion in the future. Young shoppers believe ethical fashion is a worthwhile cause, yet do not know where to turn for information on how to be sustainable and stylish [Hmnn... not sure I think that is true, or fair. But maybe it's that they haven't had a greenish guilt-assuaging article in the glossies for a few weeks and it's time to get another bandwagon-jumping box-ticking, profit centre-creating going? Sorry, that's just cynical. There are many with, good intentions, such as TRAID, gracing the pages of... Junkk.com!]
The Thread research highlighted that young people are actively seeking information on ethical fashion and are keen to put pressure on fashion retailers to provide information on eco-credentials of the clothing they sell.
Half (50%) want information on the working conditions of people manufacturing the items
43% would like to see organic labelling on clothes
41% are concerned about the use of pesticides and toxic chemicals which are currently not disclosed
36% want advice on how to dispose of used clothing and its packaging
31% would like ‘fashion miles’ declared by retailers disclosing the distance and form of transport used to get the item to the shop floor
30% want information on the energy usage involved in production
Katherine Hamnett, designer and supporter of Thread says:
“Thread is great because ethical fashion promises to be the next big thing and not just a passing fad. Young people are really interested in these issues.” [Bless. I wrote the bit above before getting to this. Sorry, what I wrote stands. How much was her effort again? Verus just using a few bog standard reuseable bags and investing money in high enviROI eco-efforts]
Thread will cut to the heart of what ‘ethical fashion’ means, covering a range of issues from the environmental footprint of clothing manufacture, to the impact of the fashion industry on human and animal rights and why the choices we make as clothes shoppers make a real difference. [OK, and why this is even being published here, I will support anything that shares information, but I really have my eyebrow cranked as to how much is about making informed choices and how much is using a niche notion to get a lot of sheep-like luvvies new avenues to gush over, and those with more money than sense or sincerity a 'get out of guilt free' pass for simply wanting money and fame or the next best thing to occupy their lives and minds].
First and foremost Thread is dedicated to showcasing the latest in eco-fabulous style. The magazine shows you how to get the look you want in an eco-glam way through a unique mix of affordable fashion, exclusive celebrity videos and interviews, photo galleries and thought-provoking features. [I am afraid that if this is the first and foremost way to help save the future, I will need to remain on the floor until the stomach cramps pass as I can't seem to stop... the darn.. hysterical... laughing... I await with sick certainty that there will be, inevitably, much overseas travel involved ' in the cause'*]
It will also offer ideas and information on how to give your wardrobe an ethical makeover through a mix of shopping for new or vintage clothes, to swapping clothes with friends and customising existing clothes. Thread is proof that there are ethical options to suit your style, your budget and your views. [Phew... Mitigation!]
BBC Radio 1 DJ, Nihal, a reporter for Thread magazine said:
“Organic cotton, fair trade, restyling, vintage wear… ethical fashion is this year’s carbon footprint in eco terms but it’s still a new concept that we’re all trying to get to grips with. The perception of ethical fashion as being ugly, expensive clothes for hippies is changing, it’s so much more than that – I can’t see myself in a hemp poncho any time soon! Ethical fashion is about affordable style, with substance.
“There are now loads of places, both online and on the high street, where you can find clothes that are produced in a way that looks after people and the environment as well as giving you the edge in the style stakes. Thread is the place to find them. It is a place where fashion conscious people can tap into the latest trends and get the low-down on how to adopt ethical fashion into their lives in a fun and stylish way. ”
Thread magazine launches in conjunction with ‘Blood, Sweat and T-Shirts’, a new four-part series on BBC Three starting on 22nd April in which six young fashion lovers will swap shopping for the factories and back streets of India [*bingo!]** to make clothes for the British High Street, offering a unique insight into how our clothes are made. Over the next six months Thread will also be at the heart of further fashion events and programming across BBC TV, radio and online.
Notes:
Thread has been produced by BBC Learning which delivers campaigns that aim to inspire and empower individuals to take action - action that changes their lives, benefits communities and helps to transform society. BBC Learning sits within BBC Knowledge and provides specialist learning content, formal and informal, for children and adults.
Thread aims to make ethical fashion the next big thing [until the next big thing, presumably], change consumer attitudes and behavior and demonstrate that being ethical is easy as well as affordable and desirable.
The BBC commissioned research using representative samples of 550 people (Research conducted by Voodoo research)
Thread magazine will be supported across BBC Channels: BBC Three, Radio 1, 1 Xtra, Asian Network, 6 music and BBC Blast.
And it's out in the nation's closet and up and running... tomorrow! Your licence fee at work:) Let's see what it manages to do.
**ADDENDUM - Missed the programme (or maybe it is tonight), which was last night, so I must be careful with my comments, but I just watched the sofa surfer set at BBC Breakfast with two of the girls. Sorry, this was Famous Six Go Moody in Mumbai meets Big Brother. The quote that set the scene was from one girl that She 'thought it was just going to be a big holiday'. Sorry, this has done little to convince me that it is much more than a a way to get some footage that has a greenish association more coverage than it might. As to creating changes in behaviour that come close to offsetting what was consumed creating all this... But at least they got awareness.
Indy - High fashion, low budget: Why hard times needn’t mean a fashion crisis - Ooo, poor people, how totally radical. Shut up!!! This all seems less about the environment, and more about managing expectations (well, post-rationalisations) of an economic downturn. 'I'm not doing this 'cos I is broke, I am making a statement about the ethical state of the planet.... well, 'til I can afford not to again'.
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