It must be hard for those at the coalface of outdoor clothing development. The pursuit of something which gives the competitive edge sometimes leads towards questionable practices, and some brands stop at nothing in their aim to make the best gear no matter what impact it has on the environment and those involved in production.
As a means to arrest this type of behaviour, the Fair Wear Foundation exists. It’s a non-profit organisation which works with all manner of industry bodies, including brands, to improve working conditions for garment workers. They carry out independent audits, training and support, all with the aim to accelerate improvements and ensure nobody is taken advantage of in the name of technology and clothing.
One part of their work involves granting a level of status to those it knows act in the appropriate manner, ensuring those involved in production are treated fairly.
As the pandemic began to kick in, the way in which those in power acted was telling. Some were opportunist, while others realised the way forward was to embrace community, work together and ensure strong relationships got stronger. Haglöfs were in the latter camp.
“During the year, it became clearer than ever before how interconnected we are and the importance of
partnership and cooperation in confronting uncertainty,” said Fredrik Ohlsson, Haglöfs CEO. “As our retail partners
fought to save their businesses, we sought ways to support them, while at the same time cooperating
with our suppliers to minimize the potential damage of reduced orders ”
As conscious shopping and consumption becomes more and more entrenched in consumer habits, brands which already act in the right way are those who should endure. People demand more than a product, they want responsibility, a social conscience and something extra-compelling. In Haglöfs, it appears they’ve got it all.
Check them out at haglofs.com
Check Haglofs out here.
