A Question Of
Yes, CSR is definitely the it-concept of the 2010’s. The consumers have immediately taken the increased social responsibility of corporations to their hearts, and there are few better examples of this than the massive success of Copenhagen based fashion label A Question Of.
Corporate Social Responsibility. CSR for short. You’re not likely to find a notion with more hype-factor right now, and all sorts of companies are going out of their way to prove to the public that they’re ever so concerned with everything from rainforests to Nepalese child laborers.
With a declared goal of making sustainable living a simple choice, A Question Of makes fashion that considers all moral aspects of manufacturing a piece of clothing, be it with regards to people or the environment. The entire production is outsourced to a Tanzanian workshop that is run under fair trade conditions, and has obtained an SA8000 certificate, which is a UN Human Rights-based social accountability standard, while all their tees are made from 100 % organic cotton. The use of organic cotton also has work-ethical advantages, as it results in a healthier working environment for the African cotton farmers, just as it is more lucrative for them as well. And add to that that the organic cotton has environmental benefits too, and it won’t get more socially conscious than that!
And to ensure the credibility of all their eco yuppie statements (eco yuppie is a term borrowed from AQO’s trademark tee), A Question Of strives to maintain a high degree of transparency, using platforms such as Facebook and Twitter to document their claims.
However, A Question Of is not only the story of CSR on full display; it’s also the story of entrepreneurship and a far-sighted comprehension of modern marketing. Founded in 2007, A Question Of took it’s starting point with a BA project at the Copenhagen Business School, when students Thomas Dam, Kasper Andersen, and Mads Ulrik Greenfort identified the massive potential of socially conscious fashion, and took on the challenge of following through with their ideas. The three founders never tried to deny the fact that while the core concept of AQO is heartfelt, it was also a matter of building a successful business from scratch, and finding the ideal platform to do so – enter CSR.
Four years on it’s safe to say that the three entrepreneurs were on to something! Since the brand’s introduction, it has been growing steadily and can now be found in stores all over the globe – and to round off the success story of AQO, they received the Ethical Price at DANSK Fashion Awards 2011, which is the most prestigious award show for the fashion industry held on Danish soil.
But enough on the good marketing concept and the high moral values, ‘cause at the end of the day that will only get you half the way. If the tees don’t rock, the tees don’t sell! A Question Of meets this challenge by often lending their canvas out to various collaborators. Wackerhaus and Matthew Langille are among a steadily increasing range of collaborators designing prints for the AQO tees, giving the tees expressions as diverse as the designers behind them, even if they are, at the end of the day, just tees. And ultimately there’s no getting around it: the eco yuppies are here to stay, and in a time of famine and natural calamities caused by man-made climate changes, it’s probably not the worst thing.
13 / 02 / 2012 // von Soren Romer
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