Ethical Pride

PRIDEETHICALLOOK BOOK 2011

MAPMITRA ADI PERKASATOPSHOP | TOPMAN | PULL & BEAR | DOROTHY PERKINS | MARKS & SPENCER

SP

EC

IAL

TH

AN

KS

TO

:

map-indonesia.com

CONTENTS4 NOTE FROM THE EDITORS6 WHAT IS FAIR TRADE

WHO’S THE FAIREST OF THEM ALL?17 FAIR TRADE STANDARDS19 BEHIND THE SEAMS24 TAINTED TREASURES27 WHY FAIR TRADE

LET’S BE FAIR35 COTTON CORRUPTION38 COMMUNITY TRADE43 ENVIRONMENTAL BENEFITS44 THE BODY SHOP PRODUCT GUIDE50 A CLOSER LOOK52 ACKNOWLEDGEMENTS53 DIRECTORY

EDITORSELENA LIE

MONICA SANTA

MODELSBAGUS ADHIPRAKOSO

CLARA AVERINAELENA LIE

FREYA PATRICKJASON LEEJOEY YAO

JOYCE ISHIKAWAMARC ANTHONYMONICA SANTANA HYEON KIMPUTRI CLARKE

SALLY GETHINGWON JUN KONG

PHOTOGRAPHERSANDREW ARISMUNANDAR

JOEY YAOMARC ANTHONY

Bangles by MARKS & SPENCERDress by PULL AND BEARPhotographed by ANDREW ARIS

NOTE FROM THE EDITORS

The world’s poorest women make the world’s most expensive clothes. After watching a video about Fair Trade during a humanities class, that was the line that had us hooked. Our task was to create a campaign that would spread awareness about an issue of Fair Trade and at first, we have no idea how to do that.

Then an idea just popped into our heads: why don’t we make a fashion magazine that promotes Fair Trade in all its glamorous glory? So we did our research. We found out that designer brands like Topshop, Pull and Bear, Dorothy Perkins and Marks & Spencer were dedicated to changing the lives of marginalized farmers and communities through buying fabrics that were “sweat free.”

Intrigued, we didn’t stop until we had our hands on those clothes. We sent emails, wrote letters and called every contact we had until we were finally given permission to borrow the clothes.

After endless researching, contacting companies like MAP and the Body Shop, selecting the clothes, conflicting schedules, returning the clothes, hectic photo shoots (it rained during two of our photo shoots) and all night editing, it was time to make this book a reality.

We hope that this look book will be an encouragement to choose the ethical choice: Fair Trade. ELENA AND MONICA

WHAT IS FAIR TRADEFair trade is a system of exchange that benefits producers, communities, consumers, and the environment by offering better prices, working conditions and fair terms of trade for farmers and workers in marginalized communities.

Farmers have to work endlessly in the fields to grow coffee. Women are forced to work day and night in factories to make our shoes. Children are being taken from school to harvest cotton in the fields. These people are forced to do this for very little or no money at all.

With Fair Trade, workers are guaranteed freedom of association and

safe working conditions. Fair trade also encourages women’s participation and leadership. Human rights and child labor lqws are strictly enforced.

Fair Trade is more than just trading; it proves that greater justice in the trading world is possible. It highlights the need for change in the rules and practice of conventional trade and shows how a successful business can also put people first.

Top by TOPMANPhotographed by ANDREW ARISMUNANDAR

FAIREST OF THEM ALL?

WHO’S THE

Leather Jacket by TOPMANHoodie by TOPMANCollar Shirt by TOPMANPhotographed by Andrew Arismunandar

Dress by PULL & BEARBangles by MARKS & SPENCERHat by MARKS AND SPENCERPhotographed by JOEY YAO

Left- Jacket by TOPMANRight- Jacket by TOPMANPhotographed by ANDREW ARISMUNANDAR

Hoodie by TOPMANPhotographed by ANDREW ARISMUNANDAR

For a brand to be considered Fair Trade, the production and distribution process must adhere to the World Fair Trade Organization's charter.

They are summarized in the 10 Standards to which members address in their relations with suppliers:

• Standard One: Creating Opportunities for Economically Disadvantaged Producers

• Standard Two: Transparency and Accountability • Standard Three: Trading Practices• Standard Four: Payment of a Fair Price• Standard Five: Child Labour and Forced Labour • Standard Six: Non Discrimination, Gender Equity and Freedom

of Association • Standard Seven: Working Conditions • Standard Eight: Capacity Building • Standard Nine: Promotion of Fair Trade • Standard Ten: Environment

FAIR TRADE STANDARDS

Dress by PULL AND BEAREarrings by DOROTHY PERKINSNecklace by PULL AND BEARPhotographed by MARC ANTHONY

BEHIND THE SEAMSClothes. We all have them. But something’s wrong with the picture if the people who produce the garment can’t even afford to buy the clothes they make.

Why? Repressive management policies and weak labor regulations have led to poor wages. It is a violation of the garment workers’ human rights and is intolerable.

J.M Rathna is a 39 year old woman who used to be a garment worker in India but is now the vice president of Munade, a women’s labor rights group. Before the Munade, she worked in the garment making industry for 16 years.

“They gave us production targets that were almost impossible to achieve and though we were permitted a half hour lunch, we were often forced to continue working,” says Rathna.

“Sometimes we don’t drink water because then we’d have to go to the toilet”

Bathroom breaks meant the workers had to do overtime or were even fired on the spot. On a good day, Rathna is paid the minimum wage of £53 a month. She is often paid far less than that.

Rathna currently lives with her husband and two sons in the slums and shares a toilet with four other families. She struggles to provide them with food, water and other living necessities. “t’s a hard life, but it’s the only way to live,” says Rathna.

There are others like Rathna, millions of poor, poverty-stricken garment workers, most of them women who don’t have access to clean drinking water, medical healthcare or education.

Workers aren’t even asking for high raises, just a mere two pence. That two pence is the difference between a living wage and poverty. For companies that make millions in profit, two pence is virtually nothing.

Since the factories are often situated in developing countries, production is usually not monitored and corruption is common. Garment workers are forced to meeting impossible deadlines, work in cruel and harsh conditions for very little. They can hardly afford to buy the clothes they make, let alone pay the bills or feed their children.

Life behind the seams is certainly not very glamorous. It’s the harsh reality behind the clothes in your closet.

-17-

Top by TOPMAN | Photographed by ANDREW ARISMUNANDAR

Top by TOPSHOP| Photographed by ANDREW ARISMUNANDAR

Skirt by TOPSHOP | Photographed by ANDREW ARISMUNANDAR

TAINTED TREASURESBatik is one of our nation’s most treasured heritage but the workers who make them do not always get the wage they deserve.

Mia is a 20 year old batik worker in Desa Setono, who works for Rumah Batik Cahyo. She receives Rp.7.000 a day, working 12 straight hours in a harsh working environment. Where she works, the toilets are filthy, the lights are dim and there aren’t any fans, let alone air conditioning to cool her down.

Sayeripi, Jasnoah, Wasni and Wasmi are all trusted batik workers who are well over 70 years old. They cannot retire and must make batik to support their families.

The most shocking part is that the batik house sells their batik to the middleman for around Rp.300.000 depending on textures and materials. The middleman will then sell it to us, the consumers, for even more.

Fair Trade companies have been changing worker’s lives. Mitra Bali, a member of the World Fair Trade Organization is one of them. Established in 1993, this non-profit organization has been supporting artisans in Bali by renovating their workshops, reinforcing sanitation and hygiene in their communities, purchasing equipments and tools to enhance production, making free workshops to train the workers and providing them loans.

We need to support these workers by saying NO to batik that is made by unfair labor.

Dress by PULL & BEARBelt by DOROTHY PERKINSPhotographed by JOEY YAO

Dress by TOPSHOP | Photographed by ANDREW ARISMUNANDAR

WHY FAIR TRADE Fair Trade benefits small scale producers

Fair Trade means a living wage for plantation and factory workers

Fair Trade provides a premium for community development

Fair Trade is people over profit

Fair Trade is better for the environment

Fair Trade helps protects children

Fair Trade empowers women and girls

Fair Trade means partnership, not exploitation

Fair Trade raises awareness for trade justice

Fair Trade is the ethical choice

?

BE FAIR

LET’S

Hippie Headband by DOROTHY PERKINSTop by TOPSHOPPhotographed by ANDREW ARISMUNANDAR

FAIR

TR

AD

E C

AN

BE

BE

AU

TIF

UL

Top by TOPSHOPBangles by MARKS & SPENCERPhotographed by JOEY YAO

Top by TOPSHOPPhotographed by JOEY YAO

THE CORRUPTION

OF COTTONAn estimated 100 million households are involved in the cotton trade all around the world. The world’s largest cotton producing countries are the US, China, India, Uzbekistan and West and Central Africa. Cotton is an important and sometimes only source of income to families who live in those areas.

A case study carried out by Kishor Tiwari, investigating cotton farmer suicides in Vidarbha, India found out that an average of three farmers commit suicide each day.

This is because of the price of selling cotton is low but the farmers who grow it spend money to produce the crop.

Poor farmers often end up owing money because they are trying to grow new modified seeds or use expensive pesticides or fertilizers. Often they are deceived into purchasing these things by middle men.

Sometimes, farmers sell their crops to the middle man for much less than what the

crop is actually worth because they desperately need the money.

Since 1997, 25 thousand farmers have committed suicide. Cotton farmers have been affected the most but spice, potato and onion growers have also been affected.

Cotton is considered the world’s dirtiest crop because of it’s heavy use of insecticides and fertilizers which is harmful to human health and the environment.

25% of the world’s insecticide is sprayed on cotton even though cotton plantations only take up 4% of the world’s agricultural land.

By producing organic cotton, we can reduce the harmful impacts on the environment significantly and also make trade fair. Planting organic cotton maintains fertile soil and reduces the amount of dangerous chemicals that end up in our clothes.

Written by Sean Lin

Dress by MARKS & SPENCER | Necklace by DOROTHY PERKINS | Photographed by ANDREW ARISMUNANDAR

COMMUNITYTRADE

Community Trade was pioneered by the Body Shop in 1987. It offers poor farmers in developing countries a stable and long term income.

Unlike the Fairtrade mark, which is mostly found in commodity and foodstuffs, the Body Shop has developed their own approach in the cosmetics industry. There are differences and similarities to Fair and Community Trade but they all have the same end in sight - that of trade justice.

In exchange for high quality ingredients and handicrafts the workers produce, they are rewarded with a long term relationship based on the very fundamentals of fair trade.

Ingredients are grown and harvested by local farmers, grown using time-honored

techniques, less pesticide and no child labor.Committed to building long term relationships with communities, the Body Shop supports its cause by guaranteeing a living wage for the supplier and their community by giving them a fair income, plus a premium.

The Body Shop also buys a range of ingredients, gifts and accessories from marginalized communities around the world. Thanks to the Community Trade program, these communities can have access to a global market that would otherwise be out of their reach.

Look for the Community Trade mark on products like the Shea body butter or strawberry shower gel when you visit the Body Shop!

ENVIRONMENTAL

BENEFITS Fair Trade benefits the environment because farmers use organic farming methods to ensure that the crops are healthy and high quality.

Even if they are not certified organic, they often produce crops in a more eco-friendly way such as minimizing herbicides, pesticides and pollutants as much as possible.

The Fair Trade certification also limits the use of agrochemicals and favors using more environmentally sustainable farming techniques.

Another way that Fair Trade products help the environment is that crops are usually grown in smaller farms which use land more effectively than

commercial farms. Large amounts of different crops will usually be grown in one area, a method known as ‘intercropping.’

In addition, many Fair Trade plantations have planted trees and buffer zones to protect the local environment.

Fair Trade farmers also work together with Fair Trade corporations such as the Body Shop to promote environmental sustainability.

Fair Trade also ensures that clothing aren’t made from harmful dyes and that waste products are disposed of in a sustainable manner.

Written by Kelvin Widjajaputra

theBodyShop

FAIR TRADE PRODUCT GUIDE _

Unleash your fierce personalitywith Love, etc, a sensuous blend of Egyptian jasmine with warm, radiant notes of vanilla and sandalwood

Dress by PULL & BEARPhotographed by MARC ANTHONY

It tastes DeLipSciousAdd a splash of color to your lips with this

moisturizing, fruit flavored lip balm made from all natural ingredients including Community Trade blueberries and pomegranate seed oil

Fruity fragranceFeel fresh and clean with this refreshing and cleansing shower gel that softens and moisturizes your skin with a sumptuous strawberry scent

Shea’s so beautifulTreat your skin to non-stop moisturization with a rich, intensive cream made with Community Trade shea butter

A CLOSER LOOKBehind the scenes with Ethical Pride before, during and after the photo shoots

We couldn’t have done this project without the help of a very supportive group of people. First and foremost, we would like to thank Ibu Riri, Ibu Tania and everyone from the MAP who helped us contact all the stores. Without you, this project would never have been made possible.

A huge shout to our project members, Sean and Kelvin for being the best co-workers we could ask for. Thanks for doing your best, contributing creative ideas for the shoot and being supportive and collaborative throughout the whole process.

We would like to say a big thank you the Body Shop for lending us such talented makeup artists to work with our models.That being said, thank you to all the models who volunteered to be in this catalogue. Your enthusiasm and eagerness to be a part of this project is greatly appreciated.

We can’t forget the photographers, Andrew, Joey and Marc for taking the photos either! You did such a great job and thank you for giving up your weekends to help us out and tolerating our bossiness.

Special thanks to Thomas for introducing us to the Body Shop team and Christy for helping out during a hectic photo shoot. We would also like to thank Clara for opening up her home to us during a shoot.

Last but not least, thank you to all the men, women and children who have worked or are still working in the the fields, sweatshops and factories, to make the very clothes we have on our backs.You are the inspiration for this project. You are the reason why trade needs to be made fair.

ACKNOWLEDGEMENTS

JAKARTAGrand Indonesia Jl. Mh. Thamrin

Pondok Indah MallJl.Metro Pondok Indah

Senayan City Jl. Asia Afrika

Grand IndonesiaJl. Mh. Thamrin


Senayan CityJl. Asia Afrika


Pacific PlaceJl. Mh. Thamrin


Plaza SenayanJl. Sudirman

Grand Indonesia

Jl. Mh. Thamrin

Pondok Indah Mall

Jl.Metro Pondok Indah

Senayan City

Jl. Asia Afrika



Senayan CityJl. Asia Afrika,

FAIR TRADE CLOTHING STORES IN

Supermal KarawaciLippo Karawaci



Mall Kelapa Gading, Jl.Boulevard Kelapa

Gading

Plaza IndonesiaJl. Mh Thamrin

Plaza SenayanJl. Asia Afrika

Pondok Indah MallJl.Metro Pondok

Indah


Taman Anggrek MallJl. Arteri S.Parman

Ethical Pride © 2011 All rights reservedwww.wix.com/ethicalpride/official

http://www.wix.com/ethicalpride/official

http://www.wix.com/ethicalpride/official

Documents

Ethical Pride