Detecting sustainable clothing is possible with a new smartphone feature.
Not My Style, a London-based iPhone app, notifies consumers about the transparency of their favorite fashion brands. With the app, consumers have access to information on how their preferred High Street retailers treat their garment workers.
Today, fast fashion has stormed the retail category and clothes are growing in volume on a regular basis. According to Not My Style, most clothes are made internationally by more than 40 million apparel workers, most of which are located in poverty-stricken countries. Furthermore, many consumers can’t access compliance data. Not My Style aims to change this dilemma by providing consumers the power to choose ethical options for their wardrobes.
After successfully completing its Kickstarter goal in December 2015, Not My Style launched the first version of its iPhone app. The app has rated more than 100 High Street brands based on how much compliance information they share on their websites. Consumers can use the app while they shop, and it also connects to social media platforms, so they can share ratings with friends or contact the brand directly.
Each brands’ website is evaluated using 22 key indicators that determine how much compliance information is disclosed by brands. Not My Style focuses on whether brands disclose apparel factory information, pay their workers a living wage and share supply chain audit results. Each retailer is provided one of three ratings: shop, think or stop. Brands that fall in the “shop” category share the most compliance information, while brands that earn a “stop” rating are the least transparent about working conditions.
Not My Style has already rated many brands on its app. The most transparent brands listed include & Other Stories, New Look and Uniqlo, and Boohoo and Urban Outfitters are ranked among the least visible.
Not My Style plans to launch the app for other smartphones, including Androids and will expand its database to other major cities in the future.