Good on you: the Yuka of garment!
By Mathilde B.
— Mar 22, 2019
Yuka has made a name for itself by decrypting the labels of our consumption of food and cosmetics, perhaps enough to move on now to an everyday object: clothes!
Cash Investigation went there and it’s becoming more and more difficult to know the conditions of manufacture of pants or a coat. For those who want to know what the brand’s values are in terms of ecological footprint, workers’ rights or animal welfare, Good On You will provide you with all the answers.
This is an Australian app imagined as a Trip Advisor. It ranks brands such as Nike and H&M from “super” to “to avoid” or “it’s a good start” to “not good enough”. The principle is very simple: help fashion lovers to buy clothes consistent with their convictions. Emma Watson is the perfect representation and therefore the natural ambassador of the application that “makes the information easy and accessible in this minefield”. She financially supports this approach that drives consumers by taking into account more than 50 certification, standard and evaluation systems to move toward a more ethical wardrobe.
Even though the fashion world may seem superficial, things are really moving. Marine Serre, for example, the fire darling Lagerfeld and winner of the 2017 LVMH prize, puts this little world in turmoil at just 26 years old. Why ? Because it uses upcycling: a sort of circular economy fashion whose process allows to apply literally the expression “Nothing is lost, nothing is created: everything is transformed”.
For her, being a designer today means knowing how to produce differently. “Why buy fabric in China or Italy, invent prints that will change the year after, when there are so many fabrics to reuse?” Marine Serre finds a great advantage in doing this: “No one can copy our parts.” It is said that “she hybridizes as much as she creates”. However, she doesn’t make it a fight, knowing very well that the garment must above all be something desirable and wearable.
Such initiatives demonstrate a certain scale because they fully assume their function of the terror that is to raise the awareness of users to better question the signs on their methods of manufacture. Who do they fear the most? That is the question.
Good On You: Free on the Apple Store.