*** HIP HIP HOORAY, WE HIT OUR TARGET. But it's not too late to be a part of the Not My Style movement. We've had some stretch goals up our sleeve:
- If we hit £25,000 we can launch with a mind-blowing marketing campaign (think something like our app on the side of a red bus cruising up and down London Fashion Week) guaranteed to get fashion brands' attention at launch.
- If we hit £30,000 we will aim to bring Not My Style to at least one US city by the end of 2016.
Thank you to the wonderful journalists, bloggers and influencers who have our back! We're so thrilled to have you on this ride with us.
Not My Style is an app that tells you how much your favourite fashion brands share about the women and men who make your clothes. We aim to give shoppers what they want, and garment factory workers what they deserve.
You will have on average four times the clothes your mother did in her wardrobe 30 years ago and you'll have paid a lot less for them. Today, the lead time from a high street designer's sketchbook to your wardrobe is mere weeks. More clothes, faster and cheaper: fast fashion. It seems like an efficient system, until you stop to think about who makes your clothes. There are around 40 million garment workers, most of them women in the developing world. Today, 97% of our clothes are made overseas.
Ultimately, the incessant cycle of fast fashion makes substantial and often unreasonable demands on the women and men who work in the factories.
While progress has been made by some fashion brands to ensure garment workers are treated fairly, you wouldn’t always know it. Information on who makes our clothes and their working conditions remains elusive, even for the savviest consumer. Some fashion brands have made progress but many say that consumers don't care enough to push them to disclose their data. Truth be told, consumers can't access the data easily, even if they try.
Not My Style will give you, the shopper, a simple way to make informed choices, share your style, and tell brands how you feel.
Here are a few reasons why we think we’ve come up with something really special:
- When you’re out shopping, you don’t have the time (or the will!) to read a report on supply chains. Not My Style will be there for you when you need it: when out and about, facing immediate choices about where to spend your money.
- Our assessment will take leading industry research and overlay it with a review of consumer-facing transparency: How easy is it for you to find out from stores how the workers in their supply chains are treated? We will also give the brands an opportunity to contribute to the assessment.
- Not My Style distills all this into a simple ranking, on a slick, stylish app. You can then make an informed choice about where you want to shop and ensure your style matches your values.
How Can an App Change the World?
We are sure once we start the design and testing process, that some features of the app will change, but here is the initial profile. Not My Style will include:
- A ranking of fashion brands. The rating system will be simple: green light (shop), amber (think), and red (stop); with a star for the beautiful, ethical brands that already exist on our high street.
- A GPS map with stores nearby and filters to allow for a customized screen (by things like price, your favourites, green ratings only).
- Seamless integration into social media to allow users to take an action if they want to do more than shop.
How You Can Help
We need £20,000 to get this project out of our heads and into your iPhones and Android devices.
Your donations will go to support the development of the first version of Not My Style to launch in 2016. If we exceed our target, we’ll use the additional funding to go even bigger: bringing Not My Style to the high streets of Europe and the US as soon as we can.
Not My Style is a non-profit social enterprise. We are a UK registered company limited by guarantee, and 100% of your donation will go to fund our development and future expansion plans (read: world domination).
Who is Talking Here?
It’s us! Alisha, Joni and Jess. A dynamic trio determined to disrupt fast fashion by giving shoppers what they want, and garment factory workers what they deserve. We bring together experience from the private sector, the NGO space and of course, we’re high street shoppers too .
Risks and challenges
For Not My Style to be successful, we need to create a consumer movement. Our mission will only be achieved if thousands of shoppers use our app - that way the brands will have to listen. So our challenge is to build an addictive app that shoppers will want to use and ensure we effectively promote it across the country - and maybe one day the world. We will know we’ve been successful when more brands tell the full story so that savvy shoppers can make informed choices about where to spend their money.
We are also making sure we are on sound legal ground, and will rely on the help of the TrustLaw network to access pro bono support to make sure we are giving you the best information we can.
Finally, we need to make sure you – and the world – trust our ranking system. Our team already brings a lot of expertise in this field and we’ll be working with industry experts to ensure we build something you can put your faith in. We also hope our users and supporters (you!) will provide us with feedback as we go along.Learn about accountability on Kickstarter
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