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
 May 5 2016 - Safir Hotels Group to acquire four hotels: Safir Cairo managerDaily News Egypt
(MENAFN - Daily News Egypt) the beginning of the next year, Safir Hotels Group plans to expand by acquiring three hotels following their development in Dahab and Hurghada, in addition to another one ...

 May 5 2016 - Egypt- Prosecutor-general orders media gag on Badr, Al-Saqa caseDaily News Egypt
(MENAFN - Daily News Egypt) Prosecutor-General Nabil Sadek lifted on Tuesday a gag order on the case involving the security raid of the Press Syndicate, where journalists Amr Badr and Mahmoud Al-Saqa ...

 May 5 2016 - Egypt- Stand of solidarity at AUC demanding justice for classmateDaily News Egypt
(MENAFN - Daily News Egypt) A stand of solidarity was organised on Wednesday by students and professors at the American University in Cairo (AUC) for detained student Ibrahim Tamer Ibrahim, known as ...

 May 5 2016 - Phone records of 13 Egyptians sent to Italy in Regeni case: Italian state mediaDaily News Egypt
(MENAFN - Daily News Egypt) The phone records of 13 Egyptian citizens that were requested by Italian prosecutors over the murder of Italian PhD candidate Guilio Regeni were sent to Italy on Wednesday ...

 May 5 2016 - HRW calls on Egyptian authorities to release Taher Mokhtar, his two roommatesDaily News Egypt
(MENAFN - Daily News Egypt) Human Rights Watch (HRW) demanded on Tuesday that Egyptian authorities release the head of the Doctors Syndicate Freedoms Committee Taher Mokhtar, and his two roommates, ...

 May 5 2016 - Egypt- Activist Sanaa Seif receives 6 month prison in absentia for 'insulting the judiciary'Daily News Egypt
(MENAFN - Daily News Egypt) The Sayeda Zeinab Misdemeanor Court sentenced on Wednesday political activist Sanaa Seif to six months in prison in absentia on charges of insulting the judiciary.Neither ...

 May 5 2016 - Egypt- Former prime minister Nazif is now 'free of all charges'Daily News Egypt
(MENAFN - Daily News Egypt) The Cairo Appeal Court acquitted former prime minister Ahmed Nazif on Wednesday from charges of illicit gains, state-owned media reported.Following this decision, Nazif ...

 May 5 2016 - Egypt- 22 'Friday of the land' protesters releasedDaily News Egypt
(MENAFN - Daily News Egypt) The Qasr Al-Nil Misdemeanour Court released on Wednesday 22 detainees who were arrested on 15 April during 'Friday of the land' protests.Despite the defendants receiving a ...

 May 5 2016 - Al-Sisi renews state of emergency in North Sinai for 3 monthsDaily News Egypt
(MENAFN - Daily News Egypt) President Abdel Fattah Al-Sisi issued a declaration on Wednesday to extend the state of emergency in North Sinai for an additional three months, according to the state's ...

 May 5 2016 - Egypt sets up first education fund with USD 11.23mnMENAFN
(MENAFN) Tahya Misr Fund launched the first fund for investment in education at a cost of USD 11.23mn in the first phase.Furthermore, the goal is to increase the fund to USD 56.17mn in the coming ...

 May 5 2016 - Saudi's USD 22.5bn Riyadh Metro project on trackMENAFN
(MENAFN) A USD 22.5bn rail and bus system for KSA is on track, which is going very well, while there is still a rectangular hole in the ground.Accordingly, one-third of the Metro is finish, and the ...

 May 5 2016 - Egypt- German ambassador astonished by security's storming of Press SyndicateDaily News Egypt
(MENAFN - Daily News Egypt) Germany's Ambassador to Egypt Julius Georg said on Wednesday he was "astonished" by Egyptian security's storming of the Press Syndicate, emphasizing the necessity of press ...

 May 5 2016 - Egypt- Pro-government protesters assault journalist Khalid DawoodDaily News Egypt
(MENAFN - Daily News Egypt) Journalist and Press Syndicate member Khalid Dawood said on his Facebook page Wednesday that he was assaulted by pro-government protesters near the Press Syndicate."I was ...

 May 5 2016 - Egypt- Anti-police stance marks unprecedented decisions in historic journalist gatheringDaily News Egypt
(MENAFN - Daily News Egypt) spite restrictions on mobility and security forces and pro-government demonstrators' harassment, Egypt's Press Syndicate held a historic general assembly on Wednesday to ...

 May 5 2016 - UAE- Forbes announces top Indian leaders in the Arab regionKhaleej Times
(MENAFN - Khaleej Times) Low oil prices conflict in Syria Yemen unrest -despiteallthe factors that may challenge economic growth in the UAE expats have continued to arrive for employment in huge ...

 May 5 2016 - Muslims in UAE to fast for over 15 hours this RamadanKhaleej Times
(MENAFN - Khaleej Times) Muslims across the UAE are expected to fast 15 hours and 10 minutes this holy month of Ramadan which is expected to begin on June 6. According to Ibrahim Al Jarwan a ...

 May 5 2016 - Dubai to get landmark stadium worth Dh3 billionKhaleej Times
(MENAFN - Khaleej Times) His Highness Shaikh Mohammed bin Rashid Al Maktoum Vice President and Prime Minister of the UAE and Ruler of Dubai was briefed on the innovative model pilot design of ...

 May 5 2016 - UAE- Mahdi calls up Ambar Yaqoob for King's CupKhaleej Times
(MENAFN - Khaleej Times) UAE coach Mahdi Ali has called up 26 players for a training camp to prepare for the 44th King's Cup to be held in Thailand next month. The Football Association of Thailand ...

 May 5 2016 - UAE- Chions League: Bale-force propels Real Madrid to finalKhaleej Times
(MENAFN - Khaleej Times) Real Madrid reached their 14th European Cup final and crushed Manchester City's hopes of a maiden title after Gareth Bale's deflected effort secured a 1-0 victory in the ...

 May 5 2016 - Saudi food manufacturing industry to grow at USD 146.6mnMENAFN
(MENAFN) MEFSCO, the joint venture between Arabian Agriculture Services firm (Arasco) and Cargill formed in 2013, invested USD 146.6mn in expanding its operations in KSA.Moreover, Cargill Foods ...

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

Islamic Finance News
Private Equity News

How-To Guides
Technology Section

Travel Section

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