JOHANNA BJÖRK (PUBLISHER, Goodlifer
In 2012, we saw human rights and social justice attract more mainstream attention, partially due to a few tragic, deadly fires in overseas factories. People are beginning to realize that cheap fashion often comes with a price much higher than that shown on the tag.
Large global retailers from H&M to Zara have been forced to turn their attention to publicly address worker rights issues and improve the quality of life for the people who make their clothes. Once consumers know what's really going on, change starts happening, little by little.
Maybe it's the new Mayan world age or just that the time is ripe, but I believe that style and fashion is entering a new level of consciousness that will create powerful change across the entire industry. Tools like the Higg Index developed by the Sustainable Apparel Coalition will help designers make that happen.
I also think we need a new word for what we've been referring to as eco-fashion, and would like to propose that we call it "smart fashion."