Quotes: MENA   Enter Symbol: NewsLetter: Search: advanced

Belgian designer serves up luxury in total transparency  Join our daily free Newsletter

MENAFN - AFP - 22/09/2013
No. of Ratings : 0
Add to Mixx!


(MENAFN - AFP) The hallmark of luxury is exclusiveness and mystery, but Belgian fashion pioneer Bruno Pieters wants to break tradition and offer high-end buyers "transparent shopping from A to Z".

In 2012, he created "Honest by", a web-only fashion label that gives the shopper an intricately detailed breakdown of a product's elaborate supply chain that can circle the globe, even if Pieters favours the local.

In the regular world of fashion, "you can sell a 50,000 euro (67,000) dress without being aware that the product was made by children," said Pieters.

"In the fashion world, few ask themselves the question."

But the question became a burning one after the catastrophic collapse of a garment factory in Bangladesh killed 1,100 people in April.

The disaster shocked consumers, putting the spotlight on the often appalling conditions for workers making garments and, activists hope, creating a desire in shoppers to consider every link in the worldwide supply chain.

At "Honest by", click on a piece of clothing, and a long list appears, itemising supplies and workmanship that made the shirt or suit possible, prices included.

The client "can verify the origin of materials, where the clothing is made and at what price," said Pieters, standing in his workshop in the heart of a hip neighbourhood in Antwerp, Belgium's main commercial hub and a major port.

Click on a green silk tunic and the shopper, comfortably surfing at home, sees not only where the fabric comes from, but the buttons, stitching and labels too.

All added up, the tunic costs 225.87 euros (300) compared with a wholesale cost of 69.14 euros. The mark-up, clearly stated on the website, is the company's premium for creating the item.

"It no longer works that companies go produce in China and slap on a 'Made inrance' label," Pieters said.

"Transparency will soon be inevitable for the luxury business because the only reason to pay the prices, is quality and know-how," he added.

Pieters, 38, is a refugee from high fashion. A former art director at Hugo Boss, he burned out in 2009, embittered by the drive for the bottom-line that he says rules the luxury goods industry.

But adorning the walls of his studio are the bright colours and tight angles more associated with Paris cat walks than fair trade shops.

"It's possible to be responsible and doing something other than linen and beige," said Pieters.

The designer took a two-year break from fashion before building his company and insists that despite a switch to vegetarianism, he is no activist.

"I'm just creating what I'd like to buy," he said.

"From my time in high fashion, I learned the power of consumers, whose every mood is closely scrutinised, analysed by hundreds of experts," he said.

"Fashion, which by definition leads the crowd, is a good means to change things."

'Honest by,' whose name is a play on the honest buyer, was approached by the International Labour Organization, looking for tie-ups in a campaign against child labour.

But "Honest by" is not a large-scale business, producing about 1,500 pieces since its launch, expanding only by inviting young creators to also sell on the site.

Pieters says that 20 percent of the profits made in designer collaborations will got to charity, but the company overall does not yet turn a profit.

The designer refuses to give sales figures, however.

Transparency in business "means publishing earnings, but that is of no interest, except to shareholders."


 


AFP




  MENA News Headlines
 Dec 5 2016 - Saudi stops journalist from writing, media appearances after Trump remarksMENAFN
(MENAFN) Saudi authorities banned journalist Jamal Khashoggi from writing in newspapers, appearing on TV and attending conferences, the Alkhalij Aljadid reported in Arabic.In detail, this came after ...

 Dec 5 2016 - Bahraini court upholds death penalties over bomb attack on policeMENAFN
(MENAFN) A Bahraini court on Sunday upheld three death sentences and seven life terms against a "terrorist" group convicted of killing police including an Emirati officer in a bomb attack, a judicial ...

 Dec 5 2016 -  It's Messi versus Ronaldo 'El Clasico' tonightKhaleej Times
(MENAFN - Khaleej Times) Barcelona are the more desperate side as Real Madrid visit Catalonia on Saturday for the first El Clasico of the season boasting a six-point lead at the top of La Liga. ...

 Dec 5 2016 -  Hamsik eyes Maradona's scoring record at NapoliKhaleej Times
(MENAFN - Khaleej Times) Slovakia midfielder Marek Hamsik set his sights on Diego Maradona's record haul of 115 goals for Napoli after hitting his 104th goal for the southerners in a 3-0 romp over ...

 Dec 5 2016 -  Football: Late fightbacks part of Real DNA, says RamosKhaleej Times
(MENAFN - Khaleej Times) A never say die approach is part of Real Madrid's DNA said captain Sergio Ramos after his stoppage time equaliser maintained a six-point La Liga lead over Barcelona with a ...

 Dec 5 2016 - Egypt increases import duties by up to 60pctMENAFN
(MENAFN) Egypt is raising tariffs on some imported goods to up to 60 percent following a decree by President Abdel Fattah al-Sisi, the finance ministry said Sunday.In detail, the ministry said the ...

 Dec 5 2016 - UAE granted 185 patents in first ten months of 2016Emirates News Agency (WAM)
(MENAFN - Emirates News Agency (WAM)) ABU DHABI, 5th December, 2016 (WAM) -- From January to October 2016, the Ministry of Economy's International Centre for Patents Registration, ICPR, granted ...

 Dec 5 2016 - Dubai Airports and Bureau Dubai Expo 2020 collaborate to deliver top class experience for millions of Expo visitorsEmirates News Agency (WAM)
(MENAFN - Emirates News Agency (WAM)) DUBAI, 5th December, 2016 (WAM) -- Dubai Airports, operator of Dubai International, DXB, and Dubai World Central, DWC, has signed a Memorandum of ...

 Dec 5 2016 - Jordanian King and Slovenian President discuss relationsEmirates News Agency (WAM)
(MENAFN - Emirates News Agency (WAM)) AMMAN, 5th December, 2016 (WAM) -- King Abdullah II of Jordan and President Borut Pahor of Slovenia on Sunday underlined the importance of boosting ties in ...

 Dec 5 2016 - GCC Voice Radio launchedEmirates News Agency (WAM)
(MENAFN - Emirates News Agency (WAM)) MANAMA, 5th December, 2016 (WAM) -- The GCC Voice Radio has started broadcasting from the Kingdom of Bahrain. The new radio service will run until Thursday, ...

more...


 





Google

 
 

Middle East North Africa - Financial Network

MENAFN News Market Data Countries Tools Section  
 

Middle East North Africa - Financial Network
Arabic MENAFN

Main News
News By Industry
News By Country

Search News
Market Indices
Quotes & Charts

Global Indices
Arab Indices

Commodoties

Oil & Energy

Currencies Cross Rates
Currencies Updates
Currency Converter

USA Stocks
Arab Stocks
 

Algeria 
Bahrain 
Egypt 
Iraq
Jordan 
Kuwait 
Lebanon
Morocco 
Oman 
Palestine
Qatar 
Saudi Arabia 
Syria
Tunisia 
UAE 
Yemen

Weather
Economic Calendar
Financial Glossary


Financial Calculators

RSS Feeds [XML]

Corporate Monitor

Events

Real Estate
Submit Your Property

Arab Research
Buy a Research

Press Releases
Submit your PR

Join Newsletters


 
© 2014 menafn.com All Rights Reserved.  Terms of Service | Privacy Policy | Contact Us | Advertise | About MENAFN | Career Opportunities | Feedback | Help