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 30 2016 - International Freelance Marketplace Proffstore to Present an Innovative Service PIM at The Israel Mobile SummitMENAFN Press
(MENAFN Press) International freelance marketplace Proffstore is going to present an innovative service PIM on 14 June 2016 at The Israel Mobile Summit. On 14 June 2016 Israel Trade Fairs & ...

 May 30 2016 - GDP and other acronymsMENAFN Press
(MENAFN Press) GDP, Gross Domestic Product, is the macro-economic concept par excellence. However, it does not appear at the top of rankings of most used acronyms. Such rankings are established by ...

 May 30 2016 - Lexus Hybrid Owners: Thanks a Million!MENAFN Press
(MENAFN Press) Lexus announced it has sold over 1 million hybrid vehicles since the world's first luxury hybrid vehicle, the RX 400h, went on sale in April 2005. This major milestone has been ...

 May 30 2016 - The Perils of Media IslamMorocco World News
(MENAFN - Morocco World News) Contemporary media Islam has invented a new religious public sphere beyond governmental control across national borders, located in cyber spaces and on satellite ...

 May 30 2016 - Shams 1 wins at the 2016 MENASOL AwardsMENAFN Press
(MENAFN Press) Shams Power Company, developer and operator of the Shams 1 concentrated solar power (CSP) plant in Western Abu Dhabi, has been recognised for its contribution to local communities at ...

 May 30 2016 - Honeywell marks 40 years of aircraft maintenance services that reduce downtime and costsMENAFN Press
(MENAFN Press) Honeywell (NYSE: HON) is celebrating 40 years of providing maintenance service plans for airplane operators and owners of business jets. As one of the world's leading manufacturers of ...

 May 30 2016 - Remittances from UAE play an important role in Egypt & Jordan economiesMENAFN Press
(MENAFN Press) World Bank Group remittance data sees Egypt and Jordan emerge as key receivers of remittances within the MENA region. In 2015, Egypt received an estimated USD 19.7 billion in ...

 May 30 2016 - CUD partners with Provectus Middle East to lead sustainability agenda in higher educationMENAFN Press
(MENAFN Press) Canadian University Dubai (CUD) is set to boost its pioneering work in environmental development and green economy through a new partnership with sustainable solutions experts, ...

 May 30 2016 - GCC Committee for Undersecretaries of Post and Telecommunications successfully concludes 27th meeting in RiyadhMENAFN Press
(MENAFN Press) UAE, 29 May 2016 - A high-level delegation from the UAE Telecommunications Regulatory Authority (TRA) has discussed during its participation at the recently concluded 27th meeting of ...

 May 30 2016 - TP-LINK Outlines 2016 Strategy And Celebrates Top Performing PartnersMENAFN Press
(MENAFN Press) SOHO and SMB Networking Vendor Pays Tribute To Partner Excellence at the First ‎Partner ConneXion 2016 ‎ Duabi, UAE, May 29,2016:TP-LINK Technologies Co Ltd, a leading ...

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