Australian sports lifestyle brand, First Base, has announced it will only produce ethically sound clothing in a bid to combat the stigma that sometimes is associated with the industry.
The brand has decided that it will continue to avoid the negative areas of the industry, such as cheap labour and poor working conditions, focusing instead on remaining WRAP (Worldwide Responsible Accredited Production) compliant.
This involves each of First Bases' factories throughout China being independently audited.
“As a brand we are transparent, we have nothing to hide and are proud of our manufacturing processes. All First Base and First Base Fit garments are designed in Bondi and our garments are manufactured in various part of China and are proudly ethically produced,” founder Allison Cotton said.
Other ethical initiatives by the brand will include the launch of a new swimwear collection, produced with 80% recycled fibres, a 100% organic cotton range in the new year and move to 100% biodegradable packaging.
“We started to produce ethically for one simple reason - because we give a s**t. I realised we could be doing a lot better as a brand, and now, for us there is no other way to produce,” Cotton said.