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Consumerism in the first world has ruin economies and shattered the way businesses run in the third world countries. We may seem to overlook it labelling it as modernization or rather revolution but its drastic effects are far less trivial. Fashion being a dominant part of consumerism and capitalist market is viewed in the same way (by a fashion illiterate like me at least). With money, labour and power dumped in this sector its a race to the highest turnover and capturing the neeche market yet again to increase profits.

Fashion forums have always worked parallel to the fashion industry having somewhat the same manifesto; strong labels and maximisation of profits but Ethical fashion forum (EFF) is setting a new trend.

Established in 2005, this organisation is truly living up to its name. I was representing “Side Effects”  in this forum and being new to the whole concept i left no chance to scrutinise this forum completely. Having an aim to use fashion to bridge the gap that capitalist markets have created between the poor and the rich countries,the whole idea is to empower the people living thousands of miles away who play an important part in the high street fashion labels by their skills and craft vested in the end product by providing them with job opportunities and at the same time appreciating their craft in monetary terms(in the form of grants). Being affiliated with EFF makes you stand out that you’re not one of those money monger labels who would chose profits over business ethics and with years and awearness EFF has come to a point that they define a line where either you are trading RIGHT or WRONG, so any business on the other side of the line maybe viewed cynically by the end consumer.  This is the reason why retailers like M&S and Debinems have become a part of the EFF.

Being a member of EFF, Side Effects has taken this to a new level. Having their modes of operendi in line with the EFF motives they have simultaneously introduced a way to revive an ancient block printing method of designing . An environment friendly method of manufacturing and designing yet lucrative,ethically right yet profitable. Designing is done in the rural area of Pakistan providing job opportunities for the locals and at the same time contributing to the fashion label based in the UK.

It is practices like these that make the industry flourish. The adverse aspects of the trade should be given up for the long term benefit of every stakeholder of the fashion industry.This is what EFF believes and Side Effects stands with it at this.

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