Sustainable fashion is certainly on the rise and its at a time where we need it most. So many brands openly advertise their support and involvement in the movement, but which brands are following through on their promises, and which ones are just talk? These are the answers we want and need but don’t have the time to research all day, especially when we are out and about trying to indulge in a much-needed shopping spree. This is where Good On You comes in. This Australian app launched back in 2015 is finally being recognised within the fashion world and is answering all our sustainable prayers.
Sandra Capponi founded the app alongside Gorden Renouf back in November 2015. It has been described as an assistant to let you know clothing brand ratings in terms of its goodness to the planet, the labour and the animals. It helps busy millennial's to select and purchase from companies that are aligned to your good ethical values and personal style. “We realised more and more people want to make more ethical choices when they shop but it’s hard to cut through green washing and to know what to look for. Fashion isn’t like food, where all the ingredients are on the label, it’s a miassive, complex industry with opaque supply chains and its hard for people to unpick that”. This was the statement that co-founder Sandra Cappono issued when asked what inspired the idea of the app. The clothing industry is known as the second most polluting industry in the world, second only to oil and so The Good On You ambition is to provide an accurate rating for every brand, so everyone can buy with confidence and a good conscious when shopping. Their aim is to provide ethical ratings for majority of clothing, shoes and even accessory brands listed in the app. Ratings also include detailed information for environmental, labour and animals. Gorden believes the app will build a movement of people who want to use fashion to create the change it so desperately needs.
Eliminating the hard work for us, Good On You filters through literally thousands brands and their public data to give its users the most accurate figures regarding each companies sustainable practices. The information provided for us considers 3 key things. First being the people, looking at the impact across the supply chain including child labour, forced labour, work safety and paying a living wage. The second is environment including direct and indirect impacts, considering climate change and energy efficiency, environmentally friendly materials, water sue, packaging and waste. And the third considered factor is animals and whether ‘mulesing’ is associated with wool production, the use of flora and fauna products and how the brand uses leather. Its all bought together to one spot for shoppers, which means we don’t have to put on our research goggles and work out whether our vegan leather jacket is sustainable enough to not harm the environment. It is all so carefully weighted and scored. So, each label is clearly rated using terms such as ‘Great’ for 5 stars, to ‘We avoid’ for 1 star. All we need to do is type in the label name or product category. Global brands like H&M and Zara, for example are rated 3 stars or ‘It’s a start’, as they both create short-lived fast fashion products.
The app has successfully been downloaded more than 120,000 times since its 2015 launch, which has caught the attention of Australian and United States women in their 20's and 30's. Good On You is only rising in popularity as it has put pressure on fashion labels to improve their practices and make their supply chain more honest. Its comes as fashion retailers are facing rising pressure to be straightforward about their practices.
Good On You is super easily downloaded to any android or apple device, which adds yet another pro to the list. After reading all about the app online before I immediately downloaded and have used it almost every day when shopping online or in-store. The shopping world has forever been changed and improved, especially with this find of our very own Australian creation. Trust me when I say once you download Good On You, it will change the way you shop and where you shop, no matter the cost.
D. Evans
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