Fashion Revolution Germany • DETTO FATTO: The 1 Hour Shirt
What if the value of everyone’s time was treated equally in the fashion industry? This thought-provoking question lies at the heart of the “1 Hour Shirt” campaign, a collaboration between Fashion Revolution Germany and DETTO FATTO. Launched in April 2024, this campaign not only aims to raise awareness about fair fashion and garment workers’ rights but also to create a ripple effect in how consumers think about the clothes they buy.
Remembering Rana Plaza
Eleven years ago, on April 24th, the Rana Plaza textile factory in Bangladesh collapsed, resulting in the tragic deaths of over 1,000 textile workers. This disaster was expected to be a catalyst for change in the fashion industry, urging consumers and brands to rethink their practices. However, the proliferation of cheap clothing outlets has shown that the industry still has a long way to go.
The Mission of Fashion Revolution Germany
Since the Rana Plaza tragedy, Fashion Revolution Germany has been tirelessly advocating for fair fashion and the rights of garment workers. Their mission is to bring significant change to the industry, ensuring that the people who make our clothes are treated fairly and paid justly. To amplify their message and raise funds, they needed a campaign that would not only catch the public’s eye but also encourage active participation.
The Concept: The 1 Hour Shirt
In partnership with DETTO FATTO, Fashion Revolution Germany introduced a unique and impactful campaign: “The 1 Hour Shirt.” This campaign revolves around a simple yet powerful idea – a T-shirt paid for with time.
How It Works:
- Production Time: It takes exactly one hour to produce a “1 Hour Shirt,” from picking the cotton to delivery.
- Fair Pricing: The cost of the shirt is determined by what the consumer earns in one hour. This pricing model aims to emphasize the true value of labor and time in the fashion industry.
- Online Calculator: An online tool allows consumers to calculate their individual price for the shirt based on their hourly wage. This ensures that each purchase is a fair exchange of time.
- Donation and Awareness: Purchasing the shirt also includes a donation to support garment workers. By wearing the shirt, consumers become ambassadors for the cause, spreading awareness effortlessly.
Impact and Reach
The “1 Hour Shirt” campaign has resonated deeply with consumers, highlighting the disparity in how labor is valued across the globe. By linking the cost of the shirt directly to the consumer’s earnings, the campaign makes a powerful statement about fairness and equality in the fashion industry.
Raising the Profile
The campaign’s innovative approach has significantly raised the profile of Fashion Revolution Germany and DETTO FATTO. Through various media channels, social media, and the involvement of influencers, the message has spread organically. The visual impact of people wearing the “1 Hour Shirt” serves as a silent yet powerful testament to the campaign’s mission.
Conclusion
The “1 Hour Shirt” by Fashion Revolution Germany and DETTO FATTO is more than just a piece of clothing. It is a statement against the exploitation of garment workers and a call for a fairer fashion industry. This campaign not only raises funds but also fosters a deeper understanding of the value of labor, urging consumers to rethink their fashion choices. By valuing everyone’s time equally, we can move towards a more just and ethical fashion industry.
