Rapanui launches clothing traceability
Ethical Isle of Wight based fashion label introduces new tool to promote sustainability.
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Eco-fashion brand Rapanui Clothing has launched a traceability tool on their new website to help inform customers of how and where their products are made.
The tool consists of an interactive map full of videos, photos and facts so customers can trace the products' lifecycles and find out exactly what went into making them.
The aim is to promote sustainable manufacturing by letting customers make informed decisions, shop with their conscience and "inspire people to think about the environment in wider lifestyle choices."
Says Rapanui co-founder Rob Drake-Knight: “So far eco-fashion has been about new fabrics and new ways of manufacturing. We think sustainability is about designing new ways of businesses communicating with consumers, opening up a dialogue with consumers rather than talking at them. Our traceability technology allows us to do that and allows the market forces of demand and supply to work for sustainability.”
You can read our exclusive interview with Rapanui founders Rob and Mart Drake-Knight in our web exclusives section.
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Rapanui launches clothing traceability (text) by David McNamara is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.
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