All too often, sustainability is treated as a one-off topic, rather than a practice to be embraced by all.
When Amy McCranor got her first job in fashion, she didn’t like what she saw. During a trial period at an e-commerce fashion brand, she witnessed a rapid turnover of unhappy staff, garments are sewn with competitors’ labels entered into the inventory, and stock priced at impossibly low figures. So exploitative were overseas manufacturing costs that anything priced over £5 brought in a comfortable profit for the company.It all caused her to question whether she had a place in the fashion industry at all. “I think it’s wrong,” McCranor says. “It’s a minefield for fashion graduates because you just think, how can I do what I want without feeling like a hypocrite? And I really did feel like one being there.” McCranor left the brand and sought opportunities beyond fashion. “I’ve worked out what I stand for morally, ethically, creatively,” she says. “I can now take a stand early on in my career.”
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