The fashion industry has had a problematic past with African countries, often reducing vibrant cultures and customs into runway looks -- which is something the ASOS Made in Kenya line is aiming to combat, and it does so by employing and uplifting Kenyan artists, seamstresses, designers and models, while also giving back to the community.
This line was made in collaboration with the clothing manufacturer, SOKO, and in addition to employing and paying living wages to factory workers, the brand "operates a local stitching academy for girls, provides financial literacy training, funds primary and elementary schools, and supplies eye-care, sanitary napkins, and rain catchers for clean drinking water." Moreover, SOKO discovered a technique that transforms unused fabric into sanitary towels for women in the community, effectively offering low-cost hygienic products while reducing the amount of waste from the fashion line.
Ethical Community-Empowering Clothing Lines
ASOS' Made in Kenya Line Supports the Community
Trend Themes
1. Empowering Community-made Clothing - Brands that empower local communities to create and produce their own clothing and accessories can disrupt the fashion industry by promoting ethical production and cultural sustainability.
2. Sustainable Waste Reduction in Clothing Manufacturing - Innovations to reduce waste and repurpose unused fabric in clothing manufacturing can disrupt the fashion industry by promoting eco-friendly practices.
3. Social Responsibility in Fashion - Brands that prioritize social responsibility and community involvement in their production and sales, like ASOS through its Made in Kenya line, can disrupt the fashion industry by inspiring others to do the same.
Industry Implications
1. Fashion Industry - The fashion industry can benefit from adopting more ethical and sustainable practices, as exemplified by ASOS' Made in Kenya line.
2. Sustainable Manufacturing - Manufacturers that prioritize sustainable and ethical production, from the sourcing of raw materials to the treatment of workers, can disrupt the fashion industry by setting new industry standards.
3. Community Development and Empowerment - Investing in community development and empowerment initiatives, such as SOKO's stitching academy for girls and financial literacy training, can disrupt the fashion industry by promoting long-term socially responsible production practices.