Many high street brands struggle with the weight of corporate responsibility and, with some coming under fire for varying ethical practices, it’s no surprise that a string are launching more conscious collections.
ASOS, though, in its seventeen years, has continuously given back to communities in need. Since 2009 their Made In Kenya collection, working in collaboration with the charity-clothing manufacturer SOKO Kenya, has enabled safe training and employment for some of the country’s most in need people.
Sustainable fashion is continuously brought up as a key bone of contention for high street giants and many have attempted to address such issues with, at times, lacklustre collections. But, ASOS’s latest Made In Kenya collection manages to be both desirable and charitable at the same time, with vibrant designs inspired by local Kenyan surroundings.
Buying just one £68 dress helps people like ‘Joyce The Tea Lady’ who, thanks to her employment in SOKO’s ethical clothing factory, was able to earn enough money to take her and her children out of an abusive relationship.
The circle of benefit from the community that creates ASOS’s Made In Kenya collection doesn’t just stop at giving its specific individual workers a second chance, SOKO is re-educating locals on key issues such as HIV, with the charity’s profits going towards creating 1000 health reps that are going into impoverished communities to teach them about the realities of the disease.
Buying a chic £68 dress has never felt so good when you realize your purchase is supporting a charity that has grown from four individuals - being trained in a small shed - to sixty-eight women and two men who are living in the most desperate of times and giving them that vital skills to re-start their lives.
Shop our edit of ASOS's Made In Kenya collection below...
Chambray Denim Coat