Article
Change
Fashion
5 min read

To buy or not to buy, that is the question

Fast fashion antidote brand, Yes Friends, set out to save the world one t-shirt at a time.

Belle Tindall

Belle is the staff writer at Seen & Unseen and co-host of its Re-enchanting podcast.

Yes Friends campaign
Olu and Funsho model Yes Friends t-shirts.
Photo: Yes Friends.

How seriously do you take your moral conscience? How much heed do you pay to your inner monologue? 

Sam Mabley, one of the founders of Yes Friends, was wandering around a shopping centre one day when his conscience told him that he couldn’t buy any item of clothing that was made un-ethically. Any garment which had in any way contributed to the exploitation of those who had made it was simply off limits.   

To buy or not to buy: it was, and is, a question of justice.  

It may be helpful at this point to remind ourselves why, to put such a thought in context.  

The global garment industry is growing at an unprecedented rate. Having doubled in size in the past fifteen years (in terms of global revenue), it is predicted that by 2030, the industry will have grown by another 63%. What’s more, if it continues to operate at the speed and intensity we’re seeing at present, it will devour far more resources than the earth can possibly provide. This world of ours has never seen anything quite like this.  

The garment industry has therefore, unsurprisingly, become the most labour-dependent industry of our age. In particular, the ‘fast’ fashion industry (a large swathe of the industry that relies on incredibly fast, cheap, and large-scale production) is being propped up by a vast and complex supply chain. It quite literally spans continents. And somewhere, often lost in the middle of it all, are the near sixty-million garment workers, the vast majority of whom are living in poverty.  

Despite it being widely acknowledged as a Human Right, millions of garment workers are being denied a liveable wage. They are drastically over-worked and perpetually under-paid, working in notably dangerous conditions (the likes of which are often highlighted by news of factory fires that continue to take lives in Bangladesh) and denied any form of job security.  

All of this is being relentlessly driven by our insatiable demand.  

With this context in mind, back to Sam.  

Their entire business model exists to be a correction of an industry that is so harmful it can be hard to fathom, and yet, there’s no doom present in the DNA of Yes Friends. 

A few years after his conscience began to nudge him and he’d consequently set up an ethical clothing shop, Sam found himself unexpectedly stumbling upon Bible verses such as, 

‘So I will come to put you on trial. I will be quick to testify against sorcerers, adulterers and perjurers, against those who defraud laborers of their wages’ 

And even,  

‘Look! The wages you failed to pay the workers who mowed your fields are crying out against you. The cries of the harvesters have reached the ears of the Lord Almighty.’ 

That can often happen. One finds themselves bumping into bible verses as one unexpectedly bumps into an old friend that they had just found themselves thinking about – just at the perfect time. You can consider it coincidence, or as Sam did, you can consider it confirmation.  

Fast-forward to April 2021, Sam and a band of merry co-founders launched a strategically simple campaign that caught a huge amount of attention: they encouraged consumers to pre-order a plain white T-shirt for £7.99, thus showcasing that ethical fashion doesn’t have to be unachievably expensive. And two-thousand people did just that (many of whom doubled up, bringing in around 4,000 initial orders), they bought into a product and, more importantly, into an idea. With large scale, small margins, and the will to do things differently, our most foundational items of clothing don’t have to cost the (literal) earth. Yes Friends have proved it.  

When chatting to Sam and Dan (another of Yes Friends’ original pioneers), I was struck by how their hopefulness had, and still does have, practical application. Their entire business model exists to be a correction of an industry that is so harmful it can be hard to fathom, and yet, there is no doom present in the DNA of Yes Friends. On the contrary, optimism and joy are baked into this brand. It reminded me of a conversation I had with Lord Micheal Hastings, a man who has spent his entire life ‘bending the power of the prosperous to the potential of the poor,’ who was a guest on the first season of the Re-Enchanting podcast. Lord Micheal met my gloomy admission that I so often feel too small to be any kind of solution to the world’s many injustices with the kindest and most profound telling off I’ve ever received. He said,  

‘We’re too big not to be the solution. What fills the space of the problem should be our optimism. We should be willing to step into the breach where things don’t work and make them work’.  

And that’s exactly what Yes Friends are doing. Sam’s words had that exact optimism in them when he simply said, ‘we can do this better, so why don’t we?’. He and his team have consequently stepped into the breach where things aren’t working and are showing that things can work in a fairer, non-exploitative, far more conscious way. They are working with a solar powered, water-positive, Fair Trade certified factory in Northern India. On top of this, Yes Friends has pioneered a bonus scheme, paying an additional premium directly to the garment workers, ensuring that they receive a good wage.  

And what’s really striking about Yes Friends’ success, aside from the fact that they’re saving the world one t-shirt at a time, is that their defiant optimism is proving to be rather infectious.  

As noted, it strikes me that when people are buying products from Yes Friends - as well as buying a beautifully crafted piece of clothing – they are purchasing a piece of this defiant hopefulness. People are buying into a better way, committing to making a better choice. It’s this way of innovating that can create a truly circular way of consuming: Yes Friends are serving their customer base, who are serving the garment workers, who are then re-serving the customer base. And on it goes.  

The brand has cultivated such a good relationship with their customers that they have managed to incorporate their voices into the creative process. Their customers are continually encouraged to communicate their wants/needs and even have a say in the design of the clothing.  

Yes Friends are making wonderful, high quality, clothes; and they’re dispelling any kind of ‘it just is the way it is’ myths along the way.  

So, back to our key question. To buy or not to buy? When it comes to Yes Friends products, I should think the answer is obvious.  

Related articles

Explainer
Change
Death & life
6 min read

Dealing with death – why the fuss?

“No fuss” cremations are getting more popular. Not giving a formal space or process to say goodbye feels like a seismic cultural shift to Jane Cacouris. Part of the How To Die Well series.

Jane Cacouris

Jane Cacouris is a writer and consultant working in international development on environment, poverty and livelihood issues.

A sculpture shows mourning women raising hands and fists to the sky.
The Tragedy of the Sea memorial in Matosinhos, a Portuguese port.
Prilfish, CC BY 2.0, via Wikimedia Commons.

Widow’s Rip is a notorious swirl of ocean just offshore from Nazaré, a centuries-old fishing village on Portugal’s windy and unpredictable Atlantic coast. Decades ago fishermen used oxen to pull brightly painted boats onto the beach and then rowed into the giant waves. Many lost their lives when the seas were rough. I first visited Nazaré with my Portuguese grandmother as a child and stayed in a fisherwoman’s house with an orange-tiled roof just off the central square. My eyes had to adjust to the gloom every time we went inside as she kept all of the shutters drawn. Even though it was thirty degrees outside, I remember her tanned, crumpled face shrouded in a black shawl that covered her head and shoulders. She wore a black knee length skirt with an array of petticoats and black shoes. As a ten-year-old, I was a little scared. I asked my grandmother when the fisherwoman’s husband had died. “About twenty-five years ago at sea”, she said. She explained it would be a sign that you didn’t love your late husband if you didn’t wear black for the rest of your life.  

Nowadays, although fishing is still a livelihood for some who live there, Nazaré is known for its sweeping beach and touristy promenade of restaurants, bars and stalls selling Portuguese wares. But the widows, now very old ladies, who lost their husbands to the sea all those years ago still potter around the town dressed head to toe in black. An ingrained tradition of how to grieve.

No other event in our life brings us closer to facing questions of mortality and eternity than the death of a loved one.

Grief and how we deal with the loss of a loved one is of course deeply personal and expressed differently depending on so many things; culture, beliefs, personality, life experience, to name a few. But in recent years, there has been a defined shift in British society away from some of the traditions that have historically accompanied death.  

The growing trend for direct or “no fuss” cremations is an example of this shift, with a rise from 3 per cent of all cremations in 2019 to 18 per cent in 2022 according to a life insurance company’s recent report. A traditional cremation includes a service at the crematorium or place of worship beforehand, whereas a direct cremation does not have a service. Instead, the deceased is taken directly to be cremated with no one in attendance, unless witnesses ask to be present. A simple coffin is used, and the timing of the cremation is determined by the funeral director, usually according to availability.  

Why are families choosing to cut out the funeral?  

Sources point to a range of reasons. A matter of choice – perhaps a statement of faith that the afterlife is not about funeral rituals, or conversely, that there is no afterlife, and the body will just decompose organically and be subsumed back into the Earth so why make a fuss? It can be for practical reasons such as cost; traditional funeral services are much more expensive than a simple cremation, estimated to be approximately £2,500 cheaper. A “no fuss” cremation can also reduce the likelihood of family division or arguments over the type of ceremony. Or family living in different locations geographically means a memorial service scheduled for a more convenient time can be organised.  

All these reasons seem perfectly valid. But not giving a formal space or process to say goodbye does feel like a seismic cultural shift, even for the British, known for our ability to keep our feelings under wraps. Practical reasons aside, are we ducking the emotion that inevitably hits us when we lose someone we love? Or perhaps avoiding the difficult questions that come with death? No other event in our life brings us closer to facing questions of mortality and eternity than the death of a loved one.  

On holiday in Nazaré in his youth, my father remembers a fisherman’s death in the house where he was staying. The night before the funeral - with the deceased laid out in the dining room - each of the women in the family took it in turns to sit in the corridor outside, the top skirt of their seven petticoats over their head, wailing in an outpouring of grief so raw that they couldn’t continue for more than a couple of hours. The “wailing process” carried on throughout the night, the role passing from woman to woman until sunrise. Not only was the loss of the fisherman the loss of their beloved, it was also the loss of a working partnership - the women sold the fish that the men brought home – and the loss of the family’s livelihood and income. The wailing was a necessary part of expressing this agony ahead of the funeral service when the rest of the family would come together to support each other.  

There are also intensely reverent traditions observed with death in Portugal, particularly within the Catholic church. The burial or cremation is usually no more than three days after the person has died. When my grandmother passed away a few years ago, her body was laid in an open casket in a room of the Catholic church in the mountain village in rural Portugal where she had lived most of her life. The night before the funeral, a procession of people visited her to pay their last respects, including distant family members, whilst my immediate family sat with her all night. People touched her arm or hand, and sat and chatted to one another. After Mass the following day, her coffin lined with lead was sealed and she was taken to the family Mausoleum to be laid beside my grandfather, along with the remains of around thirty of our relatives dating back to the early 1900s.  

Brazil, where we lived for several years, has many similarities to Portugal in dealing with death. The time between death and burial or cremation is even faster, usually within twenty-four hours. Family and friends rapidly gather, usually together with the body of the loved one in an open casket. Touching and kissing the body and wailing over it is not uncommon. According to a Brazilian friend, “Bebendo do morto” which means “drinking to the dead” is an old custom where family members raise a final glass of Cachaça, a traditional drink, to the deceased in the presence of their body.  

A funeral service is partly about taking a look back at our loved one’s jigsaw of life, at all the pieces that have slotted together to make up their precious and unique time on Earth.

In all these traditions, the funeral service acts as the closure to the first “phase” of grief, and the passing of the deceased into God’s care. The next phase is then the more private continuation of grief for months or years to come.  

Christians believe in life after death based on a conviction that as Jesus rose from the dead, so will we. A funeral service is partly about taking a look back at our loved one’s jigsaw of life, at all the pieces that have slotted together to make up their precious and unique time on Earth. Of course, there are damaged and missing pieces, but Christians believe that the jigsaw will be made whole and perfect in Heaven with Jesus. It is also a chance to give thanks for the the life of a human being wonderfully and fearfully made in the image of God. 

Regardless of the country, the culture or the tradition, the death of someone we love means that our world will never be the same again. It will continue spinning without them and we have to get used to that. The Book of Ecclesiastes in the Bible says: 

 “There is a time for everything, and a season for every activity under the heavens: a time to be born and a time to die”.  

Death is an entire season; not only the end of the existence of a human on Earth who was created and loved by God, but a prolonged period of growth and change for those of us left behind.  

Death deserves us to make a fuss.  

  

Related articles