Trend manufacturers usually attempt to construct hype with product drops–however not for a cause like this. German sneaker label Ekn has launched a brand new shoe that calls consideration to the style trade’s exploitative enterprise practices.
The sneaker, named Kamthala, flips the script on a typical mannequin whereby some trend corporations design merchandise within the World North and manufacture them within the World South–usually to the detriment of the environment or staff.
As an alternative, Kamthala was designed in Bangladesh by up-and-coming feminine designer Rokaiya Ahmed Purna and manufactured in Portugal. Additionally it is made out of vegan and recycled supplies and shall be accessible globally for about $217 (200 euros), with all income going in direction of a brand new nonprofit in Bangladesh that helps girls and ladies.
Greater than a typical sneaker, Kamthala (named after and impressed by the jackfruit tree, the nationwide fruit of Bangladesh) makes a press release to the style trade to cease unethical manufacturing practices in creating international locations and likewise collaborate extra with inventive expertise outdoors the West.
Hamburg-based inventive company Accenture Track (previously often known as Kolle Rebbe) developed the undertaking.
Calling on massive trend
Ekn was based in 2015 by Noel Klein-Reesnick, who beforehand labored for New Steadiness and Adidas. His goal with the footwear model is to supply an alternative choice to the style trade’s inhumane and environmentally dangerous practices.
“Sadly, the repression of staff within the World South stays the idea upon which numerous worldwide trend manufacturers generate their income. This has to alter,” Klein-Reesnick informed Adweek. “We’re conscious this shoe gained’t change the world, however we wish it to be an indication of respect. Hopefully it should make individuals suppose in another way and invite different manufacturers to alter their perspective.”
To grow to be extra progressive, the style trade should additionally broaden the place it finds expertise, Klein-Reesnick added.
“We expect it’s necessary for the style trade and past to change the way in which we have a look at the world,” he continued. “Folks in so-called producing international locations have the identical expertise, objectives and creativity, however they’re held again—usually by manufacturers that we put on every single day.”
There’s a rising demand for trend manufacturers to undertake extra moral and sustainable practices. For instance, earlier this month at Berlin Trend Week, activist duo The Sure Males staged a spoof Adidas present exposing the inhumane working situations at southeast Asian factories the place most of the model’s garments are made.
CREDITS:
Consumer: Ekn Footwear
Managing director: Noel Klein-Reesink
Inventive director: Marek Bäuerlein
Product design: Rokaiya Ahmed Purna
Trainee : Raphael Mauckner
Company: Accenture Track
Managing director creation: Fabian Frese
Managing director consumer service: Lenart Wittgen
Govt inventive director: Martin Terhart
Govt design director: Marcel Krempin
Group inventive director: Alexander Grapp
Lead creation: Alexander Grapp, Felix Zielke
Account managers: Anton Kröger, Kea Jacobs, Olga Baiz, David Gies
Designers: Jakob Reinhard, Mitja Schneehage, Julia Fiedler
Copywriters: Sofia Christidou, Lorenz Ritter, Rasesh Patkar
UX designer: Emma Paraschiakou
PR: Jessica Hartley, Ruth van Doornik
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