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Livia Firths Eco-Age Time to End Our Fast-Fashion Binge
Key Excerpts from Article on Website of Huffington Post
Posted: December 17th, 2017
http://www.huffingtonpost.co.uk/entry/livia-firths-eco-age-t...
Thursday 16th November marked the 7th Annual Lovie Awards. This year, Livia Firth was the winner of the Emerging Entrepreneur Award for her fight for sustainable fashion as the founder and creative director of Eco-Age. Livia founded Eco-Age in 2009 as a brand consultancy providing sustainability strategies and communication tools to fashion brands. Their modus operandi is to demystify the supply chain so that brands can be sure they are working with suppliers and manufacturers that guarantee responsible sourcing and production of materials and ethical labour practices. She and her team work with several brands to help them become sustainable and conscious as part of their core operations and values not as a token project seeking to gain sustainability credentials. Livia points to a tactic of some large, fast-fashion brands, of producing a product or small number of products sustainably, that are then heavily promoted in an attempt to create a cleaner, greener brand image, which she dismisses as bullshit green-washing, to divert attention from the dirty fashion practices continuing throughout the supply chain in those brands. Eco-Age refuses to conduct business with fast-fashion businesses due to the ethical crimes being committed and their failure to provide a living wage. She comments that being awarded a Lovie is recognition of her engagement with the public ... to inform, educate and enlighten consumers.
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