Transcript: Sustainably Fashionable | Jan 09, 2017

Steve sits in the studio. He's slim, clean-shaven, in his fifties, with short curly brown hair. He's wearing a blue suit, blue shirt, and checked blue tie.

A caption on screen reads "Sustainably fashionable. @spaikin, @theagenda."

Steve says IT'S BEEN ALMOST FOUR
YEARS SINCE BANGLADESH'S RANA
PLAZA COLLAPSE, KILLING MORE
THAN 1,100 CLOTHING FACTORY
WORKERS.
THOUGH MAJOR WESTERN CLOTHING
RETAILERS PLEDGED TO IMPROVE
WORKER SAFETY AT THE TIME OF THE
ACCIDENT, MANY OBSERVERS SAY
THOSE CHANGES HAVE EITHER BEEN
SLOW TO HAPPEN, OR HAVEN'T
MATERIALIZED AT ALL.
WHY?
THE PRESSURE TO MANUFACTURE
LOW-COST CLOTHING ON THE GLOBAL
MARKET REMAINS.
BUT THERE ARE SOME SMALLER
RETAILERS WHO ARE TRYING TO MAKE
A DIFFERENCE AND BRING ABOUT
ETHICAL FASHION OPTIONS FOR
SHOPPERS.
HERE WITH MORE ON THAT:
NICOLE MANEK, DESIGNER AND
FOUNDER OF THE ONLINE LIFESTYLE
PLATFORM LIFE OF manek.com.

Nicole is in her thirties, with long wavy brown hair with blond tips. She's wearing a black blazer and a black painted silk neckerchief.

Steve continues BETH TIMLIN, OWNER OF GREY ROCK
CLOTHING COMPANY IN GUELPH,
ONTARIO, WHICH PROMOTES ETHICAL
AND SWEAT-SHOP-FREE FASHION.

Beth is in her thirties, with shoulder-length curly brown hair. She's wearing a checkered flannel shirt and a red necklace.

Steve continues AND ONCE AGAIN, SARAH PORTWAY,
PhD CANDIDATE IN APPAREL DESIGN
AND INSTRUCTOR OF FASHION DESIGN
AND VISUAL THINKING AT CORNELL UNIVERSITY.

Sarah is in her thirties, with chin-length feathery brown hair in a bob and bangs. She's wearing glasses and a short-sleeved flowery dress.

Steve continues WELCOME TO YOU TWO.
NICOLE, LET'S JUST START WITH YOU HERE.
HOW DID YOU GET INTO THIS RACKET?

The caption changes to "Nicole Manek. Lifeofmanek.com"
Then, it changes again to "Branding ethical."

Nicole says I'VE BEEN
DOING IT FOR A LONG TIME.
I'VE BEEN A STYLIST FOR OVER A
DECADE, AND AFTER STYLING FOR
MANY, MANY YEARS, I WANTED TO
OPEN A STORE.
I SORT OF WANTED TO HAVE ALL THE
THINGS THAT I WANTED IN ONE
PLACE.
SO I OPENED A STORE AND...

Steve says WHERE WAS THAT?

Nicole says IT WAS ON
DUNDAS AND DUFFERIN.

Steve says IN TORONTO.

Nicole says IN TORONTO.
I HAD THE CONCEPT OF VINTAGE AND
NEW.
I'VE GROWN UP THRIFTING.
I HAVE A THRIFTING MOM.
I'VE ALWAYS WORN SECONDHAND AND
THAT'S BEEN A PART OF MY STYLE
EITH THOSE.
I'VE ALWAYS LOVED SECONDHAND.
MY STORE WAS A MIX OF OLD AND
NEW AND THEN IT BECAME MAINLY
VINTAGE.
I STARTED DESIGNING PRODUCTS
BECAUSE THERE WERE ALL SORTS OF
WONDERFUL VINTAGE MATERIALS THAT
WERE COMING INTO MY STORE THAT
WERE DAMAGED.
I WOULD FIND A SEQUINNED DRESS
OR AN OLD LEATHER COAT AND I
STARTED TO... I HAVE A
BACKGROUND IN ACCESSORIES
DESIGN.
SO I STARTED TO DESIGN PURSES
AND HATS OUT OF OLD MATERIALS.
IT JUST HAPPENED VERY
ORGANICALLY.

Steve says REPURPOSING OLD
MATERIALS.
IT'S VERY ENVIRONMENTALLY
CONSCIOUS.
DO YOU STILL HAVE THE STORE?

Nicole says HE CLOSED IT
IN SEPTEMBER TO MOVE TO AN
ONLINE PLATFORM.
YOU CAN BUY MY PRODUCTS
THROUGHOUT THE CITY.

Steve says SHALL WE PUT THESE
UP NOW, SHELDON?
CHECK THE MONITOR.
WE'RE GOING TO PUT UP SOME OF
YOUR STUFF.
WHAT ARE WE LOOKING AT?

A picture pops up of tiny brown slippers, some of which have Snoopy prints on the front.

Nicole says THOSE ARE
LITTLE BABY SLIPPERS AND THEY'RE
MADE FROM A NUMBER OF DIFFERENT
MATERIALS.
THEY'RE MADE FROM SUEDE, WHICH
CAME FROM OLD PANTS, SUEDE
PANTS, AND THEN I FOUND A VERY
LARGE BOLT OF CORDUROY THAT WAS
THIS SNOOPY PRINTED CORDUROY.
I WAS ABLE TO MAKE A FAIRLY
DECENT RUN OF THESE LITTLE BABY
SLIPPERS OUT OF REPURPOSED
MATERIALS.

Steve says THAT LOOKS LIKE IT
TAKES A LOT OF WORKMANSHIP TO
MAKE THAT HAPPEN?

Nicole says IT DOSE.
IT'S ALWAYS THE THINGS THAT ARE
HARDEST THE MAKE THAT PEOPLE
LIKE MOST.

Steve says THEY RETAIL FOR HOW
MUCH?

Nicole says THEY RETAIL
FOR 35 CANADIAN dollars.

Steve says THAT'S NOT
OUTRAGEOUS.

Now a picture shows a pillow with a bright blue, lilac, and green flower pattern.

Nicole says NO.
THIS IS A PILLOW THAT I... NO.
THIS IS A PILLOW THAT I MADE
FROM SOME MATERIAL I FOUND AT AN
ESTATE SALE.
IT WAS THIS HUGE HOME WHERE
WHETHER SINGLE ROOM WAS
WALLPAPERED.
THIS WOMAN HAD WALLPAPER AND
FABRIC.
I BOUGHT A LARGE LOT OF FABRIC
FROM THE ESTATE.

Steve says AND REPURPOSED IT
INTO A PILLOW.
NEXT SHOT?

A picture shows three small sequinned purses. One is blue, another is black and pink, and the third has geometrical golden patterns.

Nicole says THESE ARE THE
SEQUINNED PURSES I MAKE.
EVERYONE REMEMBERS THE SEQUINNED
DRESSES FROM THE 8:00 '30s AND
THE '70s AND, YOU KNOW, I HAD
A LOT OF THEM IN MY STORE AND
THEY WEREN'T SELLING AND I WAS
JUST LIKE, THIS MATERIAL IS
INCREDIBLE.
I CAN'T NOT DO SOMETHING WITH IT.

Steve says AGAIN A LOT OF
WORKMANSHIP AS WELL?

Nicole says A LOT.
THE THING THAT IS VERY DIFFICULT
WITH THESE PURSES IS THEY BREAK
A LOT OF NEEDLES.

Steve says HOW MUCH ARE THEY?

Nicole says THE SMALLER
ONES ARE 89 AND THE LARGER ONE
119.

Steve says I HAVE NO CLUE
WHETHER OR NOT THAT'S A LOT OR A
LITTLE FOR A PURSE?

Nicole says IT'S QUITE
REASONABLE.
FOR A PURSE HANDMADE IN CANADA,
IT'S QUITE REASONABLE.

Now a picture shows a woman in animal print shoes holding a colourful striped purse with tassels and pompons.

Steve says WE'RE LOOKING AT THE
SHOES HERE?
NO.

Nicole says WE'RE LOOKING
AT THE PURSE.

Steve says SEE?
I TOLD YOU?
THE EDUCATION OF THE HOST.
I SAID THAT AT THE BEGINNING.
I WARNED YOU GUYS.
WHAT'S IT MADE OUT OF?

Nicole says IT'S MADE
FROM A BLANKET, FROM A MEXICAN
BLANKET, YEAH.
AND IT'S BEEN EMBELLISHED WITH
DIFFERENT TRIMS, WITH POMPOMS
AND TRIM AND IT'S BACKED WITH
LEATHER.
ON THE OTHER SIDE AGAIN IT'S
REPURPOSED LEATHER.

Steve says GOTCHA.
HOW'S BUSINESS?

Nicole says IT'S GREAT.

Steve says BUSINESS IS GREAT.
HOW WOULD YOU DEFINE GREAT?

Nicole says I MEAN, IT'S
GREAT BECAUSE I HAVE A LOYAL
FOLLOWING OF PEOPLE WHO REALLY
SUPPORT WHAT I DO AND LOVE MY
PRODUCT AND ARE EXCITED ABOUT
WHAT I'M DOING.
ALMOST EVERYBODY WHO BUYS FROM
ME IS VERY, VERY EXCITED ABOUT
THE FACT THAT WHAT I MAKE IS
FROM REPURPOSED MATERIALS AND
THAT I'M LOOKING AT SUSTAINABLE
STYLE AND SORT OF ECO FASHION IN
A MORE GLAMOROUS WAY AND I THINK
THAT THAT'S A HOLE THAT NEEDS TO
BE FILLED.

Steve says THERE'S AN ETHICAL
BACK BONE TO YOUR BUSINESS, IN
OTHER WORDS?

Nicole says RIGHT.
I THINK ETHICAL FASHION... YOU
KNOW, THERE'S A LOT OF GREAT
BRANDS THAT ARE COMING UP THAT
ARE DOING A LOT, BUT I THINK
THAT PEOPLE'S MIND SET FOR
ETHICAL FASHION IS THAT IT'S NOT
STYLISH AND I WOULD LIKE TO, YOU
KNOW, CHANGE THAT WAY OF THINKING.

Steve says GOT IT.
OKAY, BETH.
SHALL WE FIND OUT ABOUT THE GREY
ROCK CLOTHING COMPANY?
WHICH IS WHERE?

The caption changes to "Beth Timin. Grey Rock Clothing Company."

Beth says WE'RE LOCATED
IN DOWNTOWN GUELPH.
WE'VE BEEN THERE FOUR YEARS AND
WE DO SWEAT SHOP FREE CLOTHING
FOR MEN, WOMEN, AND BABIES.

Steve says TELL ME WHY IT'S
IMPORTANT TO YOU TO USE THAT
EXPRESSION SWEAT SHOP FREE?

Beth says WHEN I OPENED
WE WERE TOYING WITH DIFFERENT
IDEAS ABOUT THE LABEL WE WANTED
TO USE FOR OUR STORE.
WE REALIZED THE WORD ETHICAL
MEANT DIFFERENT THINGS TO
DIFFERENT PEOPLE.
TO SOME IT MEANS LOCAL, OTHERS
ORGANIC OR VEGAN, BUT FOR US WE
WANTED NO HUMANS HARMED IN THE
MAKING OF OUR PRODUCT.
LUCKILY FOR US A LOT OF PEOPLE
WHO MAKE SWEAT SHOP FREE
CLOTHING ALSO CARE ABOUT ORGANIC
AND VEGAN AND THAT KIND OF
THING.
A LOT OF OUR CLOTHES ALSO TICK
THOSE BOXES AS WELL, WHICH IS
GREAT.

Steve says YOUR STUFF IS MADE WHERE?

Beth says WE SOURCE FROM
ABOUT 30 DIFFERENT SUPPLIERS ALL
OVER THE WORLD.
SO WE'VE GOT STUFF FROM
GUATEMALA, PERU,
SALVADOR, CANADA AND THE U.S.,
NEPAL.
WE DO HAVE SOME STUFF MADE IN
CHINA BUT THERE'S A LOT OF
CERTIFICATIONS AND KIND OF
CHECKS AND BALANCES...

Steve says THAT WAS GOING TO BE
MY NEXT QUESTION.
HOW DO YOU KNOW IF IT'S COMING
FROM GUATEMALA OR CHINA AND MADE
IN GOOD CONDITIONS?

The caption changes to "Beth Timin, @GreyRockCo."

Beth says IT'S TOUGH.
WE USE A VARIETY OF DIFFERENT
THINGS.
THE STUFF WE HAVE FROM
GUATEMALA, FOR EXAMPLE MY BELT,
ALTHOUGH THE STUFF THERE IS
LEATHER AND GLASS BEAD AND WE
WORK WITH THIS GREAT COUPLE WHO
ARE RETIRED TEACHERS WHO GO DOWN
AND RUN SCHOOL GROUPS WHO WORK
IN THE COMMUNITY.
WHILE THEY'RE THERE THEY GO TO
THE LEATHER MARKETS AND THEY
PARTNERED WITH THESE GUYS WHO
TOOK OUR DESIGN FOR THE BELTS
AND THEY'RE BEING PAID WELL,
THEY MANUFACTURE THESE BELTS FOR
US.
SO ON SMALLER SCALE, THAT'S SOME
OF THE WAYS WE KNOW.
WE HAVE THE STUFF THAT'S MADE IN
CANADA, JUST THE NATURE OF IT
BEING MADE IN CANADA MEANS THERE
ARE CHECKS AND BALANCES TO MAKE
SURE PEOPLE AREN'T BEING
EXPLOITED.
WE LOOK FURTHER DOWN THE LINE TO
WHERE DOES THAT FABRIC COME FROM
TO USING FAIR TRADE AND THE
GLOBAL ORGANIC TEXTILE
CERTIFICATION, AND FAIR TRADE
CERTIFICATION, A LOT OF PEOPLE
HAVE HEARD OF IN TERMS OF COFFEE
AND CHOCOLATE AND BANANAS ALSO
APPLIES TO CLOTHING.
WE'RE A B-COURSE CERTIFIED
BUSINESS OURSELVES.

Steve says WHAT DOES THAT MEAN?

The caption changes to "Connect with us: @theagenda, TVO.org, YouTube, Facebook, Instagram."

Beth says IT'S ABOUT
BEING... NOT WORRIED ABOUT BEING
THE BEST IN THE WORLD, BEING THE
BEST FOR THE WORLD.
COMPANIES WHO ARE... SORRY,
CORPORATIONS ARE BALANCED TO
THINK OF PROFITS FIRST.
WHEN YOU'RE A B-CORP., YOU'RE
HELD TO A TRIPLE BOTTOM LINE
WHERE YOU HAVE TO CONSIDER
PEOPLE, PLANET, AND PROFITS TO
MAKE YOUR DECISIONS AND YOU'RE
SCORED AND THAT SCORE IS VISIBLE
ONLINE AND YOU HAVE TO... YOU'RE
ALWAYS WORKING TO IMPROVE YOUR
SCORE ACROSS ALL THESE VARIETY
OF AREAS.

Steve says OF WHAT YOU'RE
WEARING HERE TODAY, IS IT ALL
YOUR STUFF?

Beth says EVERYTHING.
EVERYTHING ALL THE TIME IS MY
STUFF, YEAH, YEAH.

Steve says THE SHIRT YOU'RE
WEARING... SORRY, BLOUSE, SHIRT?

Beth says YOU CAN CALL
THIS A SHIRT.
THIS IS A GREAT COMPANY OUT OF
THE U.S.
FOR EVERY ITEM THEY MANUFACTURE,
THEY REMOVE A POUND OF TRASH
FROM THE WORLD'S WATERWAYS.
THEY ORGANIZE TRASH CLEANUPS
AROUND THE WORLD TO DO THAT.
IT IS MADE IN CHINA.
AGAIN, I THINK THAT'S OKAY, AS
LONG AS WE'VE GOT ALL THESE
CERTIFICATIONS.
IN MOST CASES MADE-IN-CHINA IS
NOT GOING TO BE ETHICAL.
THOSE PEOPLE IN CHINA WHO ARE
UNEMPLOYED, THEY NEED JOBS AND
THEY HAVE SKILLS.
WE WERE TALKING ABOUT HOW IT'S A
REAL SKILL TO SEW CLOTHING AND
THAT'S A DYING SKILL IN CANADA.
THERE ARE SKILLED PEOPLE THERE
IN DESPERATE NEED OF GOOD PLAIN
LABOUR.

Steve says HOW MUCH IS THE SHIRT?

Beth says THE SHIRT
RETAILS FOR 85 dollars.

Steve says HOW DOES THAT
COMPARE TO SOMETHING MADE IN A
SWEAT SHOP IN BANGLADESH?

Beth says IT DEPENDS ON
THE BRANDS.
ONE DAY A SWEAT SHOP COULD BE
MAKING ONE SHIRT THAT IS GOING
TO RETAIL SOMEWHERE FOR 10 dollars AND
THE NEXT DAY USING SIMILAR
MATERIALS THEY COULD BE MAKING A
SHIRT FOR SOMEBODY ELSE THAT'S
GOING TO RETAIL FOR 200.
IT'S MADE BY THE SAME PEOPLE
WITH VERY SIMILAR PRODUCTS AND
VERY SIMILAR, THE SAME
CONDITIONS.

Steve says GOTCHA.
LET ME GO TO MY EXPERT OVER HERE
FROM ITHACA, NEW YORK,
ORIGINALLY FROM TORONTO, AND ASK
YOU: THE EXPERIENCE OF THESE
TWO.
THEY'RE OBVIOUSLY TRYING TO DO
SOMETHING VERY DIFFERENT.
DON'T TAKE THIS THE WRONG WAY.
I DON'T THINK THEY'RE A THREAT
TO THE MASSIVE...

Nicole says WE'RE WORKING ON IT.

Steve says WORKING ON IT BUT
NOT THERE... THE WHOLE, JOE
FRESH, H and M, THAT WHOLE SCENE.
WHAT PERCENTAGE OF PEOPLE DO YOU
THINK ARE INTERESTED IN WHAT
THEY HAVE TO OFFER?
WHAT PERCENTAGE OF PEOPLE WHO
SHOP CARE ABOUT DOING IT THEIR WAY?

The caption changes to "Sarah Portway. Cornell University."

Sarah says I THINK IT'S
A GROWING NUMBER, IF I CAN SAY
THAT AND BE POSITIVE.
I'M SURE YOU GUYS ARE SEEING
MORE AND MORE PEOPLE THROUGH
YOUR DOORS.
YOU'VE BEEN ABLE TO MOVE TO AN
EXCLUSIVELY ONLINE PLATFORM,
WHICH IS GOOD FOR BUSINESS.
I KNOW I WAS A SHOPPER BEFORE IT
CLOSED.
IT'S A PRETTY SMALL PERCENTAGE
OF THE OVERALL POPULATION.
IT'S HARD TO PUT IT IN IMPACT
NUMBERS, BUT LIKE MAYBE 1 OR
2 PERCENT KIND OF CARE?
I THINK...

Nicole says WE'RE
CONSTANTLY EDUCATING.
I FEEL YOU PROBABLY ARE DOING
THE SAME IN WHAT YOU DO AND
EVERY TIME... PEOPLE LOVE MY
PRODUCT WHEN THEY DON'T KNOW HOW
IT WAS MADE.
THEN WHEN I TELL THEM, THEY'RE
LIKE, OH, MY GOD, THAT'S SO
GREAT.
THEY LOVE IT EVEN MORE.

Steve says AND THEY'RE PREPARED
TO PAY A LITTLE MORE FOR IT AS A RESULT?

Nicole says YEAH, THEY ARE.
I'M ALSO... THAT'S NOT MY GOAL.
I WANT TO KEEP MY PRODUCTS
AFFORDABLE BECAUSE I WANT PEOPLE
TO BUY THEM.
I DON'T WANT THAT GAP TO BE THAT
THEY'RE TOO EXPENSIVE.

Steve says YOU KNOW, PEOPLE,
BETH, ARE SO CYNICAL ABOUT
EVERYTHING THESE DAYS, AS YOU
KNOW.
AND I WONDER IF YOU RUN INTO
FOLKS WHO THINK THAT WHAT YOU'RE
DOING IS JUST ANOTHER MEANS OF
MARKETING THE SAME OLD THING.
DO YOU RUN INTO THAT AT ALL,
THAT SKEPTICISM?

The caption changes to "Price point showdown."

Beth says I THINK BECAUSE
WE HAVE OUR B-CORE
CERTIFICATION, THAT'S A WAY TO
PROVE WE'RE NOT JUST
GREENWASHING AND DOING THAT KIND
OF THING.
THE OTHER THING IS MOST OF MY
CUSTOMERS DON'T COME TO ME
BECAUSE IT'S SWEAT SHOP FREE.
THEY COME TO ME BECAUSE WE'RE A
FANTASTIC BOUTIQUE.
THERE ARE A NUMBER ON OUR STREET
BUT WE'RE THE LEAST EXPENSIVE.
IT'S NOT THAT WE'RE SO HIGH AND
ABOVE EVERYTHING ELSE, IT'S
THERE'S LESS PROFIT MARGIN FOR
THE COMPANY, STILL HEALTHY, BUT
A LARGER PERCENTAGE IS GOING TO
THE WORKERS AND MAKING SURE
EVERYBODY IS TREATED FAIRLY AND
EQUITABLY ALONG THE WAY.

Steve says WHEN PEOPLE COME
INTO THE STORE, HOW OFTEN DO
THEY LOOK AT YOU AND SAY,
REALLY, 89 BUCKS FOR THAT SHIRT?
DO YOU GET THAT?

Beth says SOMETIMES WE DO.
I ALWAYS EXPLAIN TO THEM WHY
THAT IS.
YOU WERE TALKING ABOUT EARLIER,
MOST OF OUR CLOTHING started
AS A PLANT IN A FIELD.
THAT IS A BIG DISCONNECT FOR A
LOT OF PEOPLE.
FOR SOME PEOPLE IT'S FRANKLY NOT
AFFORDABLE.
I THINK PART OF THAT PROBLEM IS
WE DON'T PAY A LIVING WAGE TO
EVERYBODY IN THIS COUNTRY AND
I'VE WORKED HARD AS A BUSINESS
TO BE ABLE TO PAY THAT TO MY
EMPLOYEES SO PEOPLE CAN THEN
MAKE ETHICAL CHOICES AND OTHER
PEOPLE CAN MAKE LIVING WAGES AND
THAT CAN REALLY SNOWBALL AND I
REALLY BELIEVE IN VOTING WITH
YOUR WALLET FOR THE WORLD THAT
YOU WANT TO SEE AND THINKING OF
IT AS A LIFESTYLE.
IT CAN BE REALLY EASY TO GET
CYNICAL AND THINK ABOUT ALL THE
PROBLEMS.
BUT IF YOU FOCUS ON WHAT YOU CAN
CHANGE AND WHAT YOU CAN AFFORD
AND WHERE YOU WANT TO PUT YOUR
MONEY, THE THINGS YOU'RE
PASSIONATE ABOUT, I THINK YOU
CAN MAKE CHANGE.

Steve says YOU'RE IN EDUCATION.
HOW DO WE EDUCATE THE PUBLIC TO
THE STORY WE'RE TRYING TO TELL
ON THE PROGRAM TONIGHT?

Sarah says WELL, I
MEAN, THAT'S EXACTLY WHAT I'M
TRYING TO FIGURE OUT.
SO IF YOU WANT TO JUST TYPE UP
MY DISSERTATION FOR ME?

Steve says NO, YOU'RE ON YOUR
OWN FOR THAT.

Sarah says DON'T TELL
CORNELL I SAID THAT.
OOPS.
ACTUALLY IT'S INTERESTING.
A LOT OF WHAT YOU GUYS JUST SAID
IS BACKED UP IN THE RESEARCH AS
WELL.
IF I CAN PUT ON MY NERDY
ACADEMIC HAT FOR A MINUTE, WE
KNOW PEOPLE WANT TO BE ENTICED
BY THE PRODUCT AND THE FACT THAT
IT'S SUSTAINABLE SHOULD BE KIND
OF A... LIKE, THE VALUE-ADDED,
WE WOULD CALL IT.
SO IT'S A BONUS.
AND THEN WE ALSO KNOW THAT
PEOPLE ARE VERY PRICE-CONSCIOUS
AND THEY'RE NOT NECESSARILY
CONNECTING AND WE KNOW THAT
THEY'RE A LITTLE CONCERNED ABOUT
GREENWASHING AS YOU MENTIONED.
SO ALL THESE CERTIFICATIONS CAN
BE REALLY CONFUSING, ESPECIALLY
WHEN WE'RE FAMILIAR WITH IT IN
FOOD BUT NOT IN CLOTHING.
A LOT OF WHAT'S HAPPENING IN THE
INDUSTRY IS BACKED UP BY
ACADEMICS.
AND SO WE'RE WORKING ON THAT,
HOW TO TEACH PEOPLE OR HOW TO
EDUCATE... ACTUALLY, THAT'S THE
NUGGET EXACTLY THAT I'M WORKING
ON FOR MY THESIS, I'M TESTING
THE EFFECTIVENESS OF A WEBSITE
CALLED "PROJECT JUST," WHICH
LISTS TRANSPARENT BRAND
INFORMATION ABOUT... IT'S OVER
160 BRANDS NOW BUT THEY'RE
CONSTANTLY POPULATING IT.
I'M ESSENTIALLY TESTING, YOU
KNOW, WHEN YOU CUT THROUGH ALL
THE ACADEMIC JARGON, I'M LOOKING
AT, CAN THIS WEBSITE CHANGE THE
WAY YOU SHOP?

Steve says LET ME FOLLOW UP
WITH NICOLE ON THAT.
I PRESUME WHEN PEOPLE WANT TO
SHOP AT YOUR VIRTUAL PLACE, THEY
WANT IT TO BE A FUN EXPERIENCE.
THEY DON'T NECESSARILY WANT IT
TO BE A PEDAGOGICAL EXPERIENCE?
HOW DO YOU NOT HIT THEM OVER THE
HEAD AND BE LIKE A SUNDAY SCHOOL
TEACHER ON THIS?

The caption changes to "Nicole Manek, @nicole_manek."

Nicole says I HAVE A LOT
OF BLOGGING WHERE I TRY TO
EDUCATE MY CUSTOMER ON HOW TO
GET MORE VALUE FOR YOUR MONEY,
HOW THE PRODUCT IS MADE AND THAT
SORT OF THING AND SORT OF TO ADD
TO THE DISCUSSION ABOUT
EDUCATION.
I FEEL THAT CELEBRITIES HAVE A
HUGE RESPONSIBILITY IN SENDING
THIS MESSAGE.
I THINK THAT A LOT OF
CELEBRITIES ARE JUST PUSHING A
LOT OF THIS MASS-PRODUCED
CLOTHING OUT, PUTTING THEIR NAME
ON IT.
AND IF WE SAW PEOPLE WHO REALLY
HAVE A LARGE FOLLOWING, A LARGE
VOICE GETTING BEHIND ETHICAL
FASHION, VINTAGE, REPURPOSING,
WE WILL SEE A HUGE CHANGE.

Steve says YOU KNOW WHO YOU CAN GET?
YOU COULD GET MIKE TIMLIN, WHO
YOU ARE NOT RELATED TO, WHO IS
THE WORLD CHAMPION FOR THE BLUE
JAYS AND RED SOX.
YOU CAN GET HIM TO MAKE THE
CASE.
GET ON THAT, WILL YOU, BETH?

Beth says PART OF OUR
NEXT PHOTO SHOOT.

Steve says CAN I GET YOU TO
WEIGH IN ON THAT AS WELL?
HOW DO YOU EDUCATE PEOPLE
WITHOUT FORCE FEEDING THEM THIS
STUFF?

Beth says WHEN PEOPLE
COME IN, WE ASK IF THEY'VE BEEN
IN BEFORE.
IF THEY SAY NO, JUST SO YOU
KNOW, MEN'S AND WOMEN'S AND
EVERYTHING IS SWEAT SHOP FREE.
I WAS WORRIED WHEN I FIRST
OPENED I DON'T KNOW EVERYTHING
AND PEOPLE ARE GOING TO ASK ME
QUESTIONS AND I'M NOT GOING TO
KNOW.
I WOULD SAY ONE PERCENT OF
PEOPLE ASK ME FOLLOW-UP
QUESTIONS ON THAT.
MORE AND MORE PEOPLE ARE ASKING
MORE QUESTIONS.
WHEN I FIRST OPENED I WOULD ALSO
SAY THAT LESS THAN 5 percent OF THE
PEOPLE THAT SHOPPED IN MY STORE
CAME BECAUSE I SOLD SWEAT SHOP
FREE CLOTHING.
AS WE'VE GROWN, THOSE CUSTOMERS
THAT SHOPPED FROM THE BEGINNING
ARE SHOPPING MORE AND MORE WITH
ME, NOT ONLY BECAUSE WE'RE A
GREAT BUSINESS, BUT BECAUSE IT
IS SWEAT SHOP FREE.
I NEED A NEW THIS SO I CAME TO
YOU FIRST BECAUSE I WANTED MY
FIRST OPTION TO BE SWEAT SHOP
FREE.

Steve says PEOPLE WANT TO DO
THE RIGHT THING AT THE END OF
THE DAY?

Beth says THEY DO.
IT'S A SHIFT IN BUSINESS.
DOING THE RIGHT THING SHOULD BE
PAR FOR THE COURSE.
RIGHT NOW IT'S NOT.
THERE ARE SO MANY THINGS WE BUY
IN THIS WORLD THAT ARE MADE
UNETHICALLY.
IT IS SO DIFFICULT TO PAY
ATTENTION TO EVERYTHING.
I LOVE KNOWING THAT FOR MY
CUSTOMERS, THEY WALK IN THE DOOR
AND THEY DON'T HAVE TO READ
LABELS, THEY DON'T HAVE TO ASK
QUESTIONS.
I'VE DONE ALL THAT HARD WORK FOR
THEM AND I FOCUS ON BEING A
GREAT BUSINESS AND OFFERING
FANTASTIC CUSTOMER SERVICE FROM
THERE.

The caption changes to "Producer: Meredith Martin, @MeredithMartin."

Steve says WE WISH BOTH OF YOU
WELL AND YOU TOO WITH THAT
DISSERTATION.
GOOD LUCK WITH THAT.
AND THANKS TO THE THREE OF YOU
FOR COMING IN TO TVO AND
CERTAINLY EDUCATING THE HOST
ABOUT HOW A LOT OF THIS STUFF
WORKS.
THANKS VERY MUCH TO SARAH
PORTWAY WHO IS BANGING DOWN THE
DOORS IN ITHACA, NEW YORK, AT
CORNELL UNIVERSITY, AND BETH
TIMLIN FROM GREY ROCK CLOTHING
COMPANY AND NICOLE MANEK,
LIFEOFMANEK.COM IS HER SITE.
THANKS SO MUCH EVERYBODY.

The guests say THANK YOU.

Watch: Sustainably Fashionable