Meeting the Maker – The Power of Storytelling in the Slow Fashion Movement
We're so disconnected. We buy things, lots of things, always looking for a bargain. But I ask myself, and encourage others to ask themselves, what's the cost?
I've become very passionate about the ethical fashion and sustainable fashion movement, deemed Slow Fashion. My budding interest blossomed when I heard the founder of Remake, Ayesha Barenblat, speak at a millennial engagement conference (MCON) in DC. Barenbalt peppered the audience with shocking images and statistics about fast fashion. Below are a few stats that still haunt me:
- It takes 2,720 liters of water to make one t-shirt. That’s three years worth of drinking water for an average person.
- 13 trillion tons of textiles are sent to US landfills annually.
- Most clothes sit in landfills for 200 years, contaminating groundwater and soil with toxic chemicals.
- It takes a garment worker 18 months to make what a fashion brand CEO makes on their lunch break.
So maybe you didn’t know that your $12 t-shirt had so much baggage. Now you’re burdened with the truth. So what do you do? I started by finding companies that are aligned with my values, some of them being: Reformation, Patagonia, Girlfriend Collective, Levis, and of course secondhand stores!
Every time I get dressed I evaluate what I’m wearing and ask myself if I’m proud to be representing that brand. Sometimes I’m not, but ever since this self-reflection I’m hyper-aware of what I buy and how that represents my values.
When thinking about how to be a thought leader in this movement I turn to storytelling. I credit this lesson to my time at Jean and Steve Case’s family foundation, the Case Foundation, in Washington, DC. There I witnessed the power of good storytelling and how it’s an impactful force. For the slow fashion movement, the power is really behind the stories of the people making our clothes. Knowing their names, seeing their faces, learning their age and life goals. That’s when it clicks. That’s when the impression is made. That’s when people start to see clothes beyond just something to wear, beyond expressing their style, but instead as representation of their values.
While in Ethiopia, I worked at an artisan shop in Addis Ababa called Salem's Ethiopia. Salem’s is an oasis of rich culture and traditions in the middle of bustling city where high-rises sprout up overnight. Salem’s Ethiopia’s objective is to create Authentically Ethiopian and Creatively Modern pieces that use traditional craftsmanship methods, but are unique and contemporary. Salem’s baskets, jewelry, rugs, scarves, and throws are all pieces of living history passed down and preserved through artisanship. Beyond empowering these artists with a sustainable income, Salem has created a supportive and nurturing community. In some cases she’s provided housing, covered tuition for higher education, and sent some of her employee’s children to boarding school. The list goes on… The commitment Salem’s has to Ethiopia as a culture is undeniable, deeply rooted, and tangible. In my own small way I wanted to help tell their remarkable story bringing customers closer to the people behind the craft. In turn, inspiring more people to represent their values through these authentic pieces.
With this inspiration, I launched an Instagram campaign called 7 Days 7 Stories. Over a week’s time I featured one employee a day telling their story listed under a portrait to engage Salem's audience by sharing a glimpse into the lives of these people and their craft. See their stories below.
Mussie:
Mussie has worked at Salem’s Ethiopia for nine months. Originally from Asmara, Eritrea he moved to Addis for a better life. Here he works with silver, copper, and brass – Cleaning and manipulating it for our jewelry team to use. Mussie was taught this craft at a very young age by his father who with the rest of his family still lives in Eritrea.
Eteye Almaz:
Our Senior Basket Designer and Coordinator, Eteye Almaz had worked at Salem’s Ethiopia since the beginning. Eteye Almaz manages our 20 basket weavers, directing custom orders, exports, and general inventory as well as coordinating basket orders with villages across Ethiopia. With a background in community development, Eteye Almaz saw basket weaving as a way to give Ethiopian women opportunity for sustainable income and independence while upholding their culture and traditions. Her passion for beautiful basket designs started as a curious 2nd grader. After learning about basket weaving traditions in school Eteye Almaz asked her mother to teach her, as she was taught by her mother and her mother before her.
Samson:
Samson has worked at Salem’s Ethiopia for seven years. Native to Addis, he sees first hand the impact our shop has made on the community. A true master of the loom, Samson makes three different items a day – one scarf can take up to 5 hours!
Kidist:
What would we do without Kidist!? Kidist is one of our most valued employees at the shop. She keeps everything tidy and running smoothly all with a smile. She’s now training at basket weaving in the afternoons. Also, we swear she makes the best coffee in all of Addis!
Beza:
Beza is the daughter to one of our basket weavers, Tsega. Tsega has been working at the shop for nine years and Beza has been coming to work with her since she was a baby! Beza is now a curious, energetic seven year old. Her favorite thing about coming to work with her mom is playing with the other children. When she grows up she wants to be a doctor. Go girl!
Elda:
Elda has worked at Salem’s Ethiopia for five years now. Working in jewelry and at the cash register, she’s a double threat! On top of that, she’s a student at Select College studying accounting. We’re so impressed by how well she juggles working full time and going to school. (Photo: Our Yuppie Life).
Zerfe:
Zerfe has worked at the shop for two years. She specializes in knitting and adding final touches to our garments. When asked what her favorite thing is about working here she said that she’s happy doing what she loves everyday. She also really enjoys mentoring the children that come by the shop. She encourages them to stay in school and follow their passions. We’re so grateful for our supportive and empowering community here at Salem’s Ethiopia!
When customers visit Salem’s Ethiopia they’re invited to interact with the people who are making the beautiful things they’re buying. They can step into the weaving room and hear the thrum of the loam or feel the cotton between their fingers. They can visit the “Mothers” basket room and smell the straw and grasses of the northern and southern regions. They can sip coffee with the maker under a shaded veranda and swap stories about life. It's a moving experience.
Now that I’ve “closed shop” at Salem’s Ethiopia I reflect on what I’ve learned and how I can apply that to thought leadership for ethical and sustainable fashion. My most significant lesson is that meeting the maker is a powerful thing. Once you experience that relationship, learn their name, see their face, and hear their story, a $12 t-shirt will never be the same.