According to The SHIFT Report, 67% of people want to know about the socially responsible behaviour of the brand’s they buy from. Among those folks are an even more curious bunch who REALLY want to know about the brand’s CSR achievements. The study shows that 48% of people say that ‘the products and services I buy are made in an environmentally and socially responsible manner’ is an important sustainability issue to them. I would be classified as one of these people which is why I love seeing more and more companies sharing their product’s back stories in innovative and creative ways. Often it is on the packaging where you will find the first entry point into multiple levels of information about a product or service. Coffee beans and wine are prime examples of this. In the case of clothing, sometimes the entry point can be found right on the garment itself.
The most impressive system I’ve encountered is IceBreaker’s BAA code. Go on, say it! BAA code. IceBreaker makes really great high performance merino wool apparel. It’s expensive but possibly a life long purchase if cared for properly (i.e. do not put it in the dryer!).
Get this – each piece has a BAA code on the tag where you can hop onto their website, enter the code and you actually meet the sheep that your wool jumper came from! Learn about their deep commitment to animal welfare, the welfare of the people who work at the various stations along the production line, and the environment. Clearly, they have nothing to hide.
Sheep in the yards at Otematata Station, South Island, New Zealand
"My grandfather bought Branch Creek after he came back from the First World War. Issi and Glen's four kids, including five-year-old twins, are the fifth generation of the family to live here. Running this farm has always been a family affair. The grandkids love being out on the property, and I think they're privileged to be growing up on a farm. They're feral kids, really - they need all this open space." - Ray Anderson.
Branch Creek is nestled on the west side of the Cardrona Valley, a skiing and snowboarding haven that served as a location for filming of Lord of the Rings: The Fellowship of the Ring. Branch Creek is about 15 minutes' drive from Wanaka, a township on the shores of the beautiful Lake Wanaka.
Now let’s get BAAck to work.
That is very cool to be able to meet the sheep your clothes are made from. i hope this company takes off on the national stage as companies like this is what are needed in todays global economy! As you never know what might be used in products in other countries like China
Exactly, Ive been hearing stories lately of cost skirting measures in plastics which basically means more nasty fillers. I wish you could access this kind of info for all products! One day Mr. Latty, one day ( :