Sandown, Isle Of Wight United Kingdom (PressExposure) October 07, 2011 -- Eco-fashion Brand Rapanui were announced as winners of the 2011 RSPCA Good Business Award for Innovation in Fashion on Wednesday night. The judging panel; Cosmopolitan Fashion Director Shelly Vella, Telegraph Fashion Editor Lisa Armstrong and Fashion designer Wayne Hemmingway praised their innovative approach to informing customers about where their clothing comes from and how it is made. The judges hailed Rapanui's eco-labelling and traceability initiatives as 'truly innovative' and 'game changing.'
Rapanui's Eco-labelling idea simplifies complicated fashion supply chains into a simple A-G sustainability rating, based on the familiar energy rating system, to allow consumers to shop quickly and with a conscience. This idea has been taken up in discussions at the European Parliament. In support, Rapanui's QR code swing tags allow smart-phone users to scan and trace the origins of the raw materials of their clothing - the brand say this gives consumers "in store traceability, from seed to shop."
Wayne Hemmingway said:
"What Rapanui is doing is game changing; they are at the forefront of fashion technology. People will see what they are doing and will want to copy it."
Rapanui Co-founder Rob Drake-Knight comments:
"We are delighted to win this award; it is an honour to be recognised by the RSPCA. The Innovation in Fashion award will really help to add weight to our eco labelling campaign, raise awareness of transparency and traceability within fashion and hopefully lead to a change in the clothing industry for the better."
You can find out more about Rapanui's work at: http://www.rapanuiclothing.com/ethical-fashion
At Rapanui we design and make casual wear in line with the latest trends, but from more sustainable materials. We use ethically accredited factories that are powered by wind and solar energy - and by using cutting edge eco-textiles, we create products that have a unique natural softness and feel when worn. The result is clothing that looks great and feels great too.
Whilst the organic, ethical and low carbon approach to our supply chain is unique, our real contribution to sustainability has come from the traceability of our products, our work towards improving traceability in our industry and the conversation this has sparked between shoppers, brands and manufacturers. Using our trace mapping tool, at Rapanui you can find out exactly where our products come from, how and where they are made: From the seed being sewn, picked, spun, sewn and transported. It is traceability from seed to shop.