Our Commitment

Conscious Beauty

How do the

THE FABRIC
THE DESIGN
THE PRODUCTION
AND THE CONSUMPTION

of our products impact not only ourselves but also the world around us?

BEAUTY IS A CHOICE, NOT AN ATTRIBUTE. THAT’S OUR GIFT TO YOU.

“Social sustainability is about identifying and managing business impacts, both positive and negative, on people. The quality of a company’s relationships and engagement with its stakeholders is critical. Directly or indirectly, companies affect what happens to employees, workers in the value chain, customers and local communities, and it is important to manage impacts proactively." – UN Global

WE DECIDED TO CREATE A FASHION BRAND BASED ON THE VALUES THAT MAKE US FEEL GOOD, AND WE BELIEVE THAT WE ARE ONLY AT THE BEGINNING OF A JOURNEY TO PROVIDE INNOVATIVE PRODUCTS AND SERVICES WHILE INCREASING THEIR POSITIVE IMPACT. OUR CONTRIBUTION IS GROUNDED IN THE CREATIVE, SOCIAL, ENVIRONMENTAL, ENTREPRENEURIAL, AND PROFITABLE IMPACT THAT FASHION CAN HAVE.

Our primary focus is on sustainability. We are committed to achieving this through bringing responsibility and transparency to the value chain while enabling conscious consumption. We support Sustainable Development Goal 12, which promotes the sustainable consumption and production of consumables. In addition, we are energy efficient and utilize materials strategically to minimize our environmental and social costs, as well as helping to reduce poverty in Ghana.

This, for us is a serious matter, so we would like to share the statistics that dictate our choices.

1.

The fashion industry is the second greatest consumer of water and is responsible for 10 percent of global carbon emissions.

These emissions account for more than all international flights and maritime shipping combined. Part of these emissions come from pumping water to irrigate crops like cotton, oil-based pesticides, machinery for harvesting, and emissions from transport. The garment industry is responsible for 24 percent of insecticides and 11 percent of pesticides. In the face of growing environmental threats, we need to radically change our consumption and production systems.

2.

The number of unsold products that get destroyed can’t be quantified due to the secretive nature of the fashion industry.

To give you a better understanding, global fashion production is now exceeding 100 billion garments a year, and much of it goes unsold. Burberry highlighted the scale of the problem in 2018, when it was revealed that the brand had burned almost $40m of stock (it has since promised to end the practice). These larger commercial producers can reduce prices because of their greater stock levels. What if instead, we produce only what we consume and make sure that our clothes are uniquely designed to fit perfectly so we pay for the exact value they bring.

3.

The majority of garment workers are underpaid.

Bangladesh alone accounts for over three million of these workers, 85 percent of whom are women, who make between $30 and $40 a month – far below a living wage. Eighty percent of them work more than 12 and 14 hours a day, and three-quarters of the female workers have been verbally abused at work while half have been beaten. 

WHY SHOULD THESE WORKERS PAY WITH THEIR LIVES FOR OUR FASHION CHOICES? ARE THEIR LIVES WORTH LESS THAN OURS?

THESE CONCERNS HAVE BEEN RAISED AND THE FASHION INDUSTRY HAS BEEN SLOWLY CHANGING, BUT IT REMAINS A BUSINESS THAT MAXIMIZES PROFITS THROUGH MINIMIZING COSTS. THUS, LABOUR AND THE ENVIRONMENT ARE TREATED AS COLLATERAL DAMAGE. AT MAAKOLA, WE CHOOSE TO DECOUPLE ECONOMIC GROWTH FROM NATURAL RESOURCES AND LABOUR TO CREATE SUSTAINABLE DEVELOPMENT AND RESPONSIBLE BUSINESS PRACTICES.

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