Needless to say, the fashion industry is one of the most polluting in the world. A lot of brands evolve knowingly, others less so. But what is certain is that it is sometimes complicated to know if you can trust a brand. However, more and more people want to consume more durably. Even more so since the Covid-19 pandemic. About 90% of consumers say they lack information to buy human and environmentally friendly clothing. In order to remedy this, two women: Rym Trabelsi and Marguerite Dorangeon, decided to create an application able to evaluate the social and environmental impact of your clothes. While cosmetics have Yuka, fashion has now Clear Fashion. The application, available on App Store and Google Play Store, wants to revolutionize shopping.
What is Clear Fashion and what is its mission?
Developed in 2019, this application wants to bring more transparency in the fashion industry. In this way, it wants to help consumers to choose their clothes in full knowledge of their impact on society. The goal is to buy less but better. Thus, it is completely free and accessible to all. It allows consumers to decipher the commitments of the brands referenced through four themes: environment, human, animal cause and health. Thanks to this, it gives the evaluation of a garment based on composition data, labels and brand practices. Clear Fashion has two objectives: to accelerate change towards more sustainable practices and to facilitate access to information.
How does it work?
This application is very easy to use. Indeed, you just have to scan the label of the garment you want to have more information on. In terms of referenced brands, Clear Fashion is composed of public information according to the brands most searched for by users but also data from contributing brands. The brands included in the application have chosen to participate by providing more information about their commitments, their production chains and locations and to provide proof of their statements. All of this is then, of course, checked by the teams. Currently, more than 120 brands are evaluated and 333 others are on their way to more transparency. So new brands are constantly being added. As for the evaluation method, it is set up thanks to the answers to the user surveys and a committee of experts.
From the moment it was released, the application was a huge success. More than 100,000 downloads in 6 months! Its target audience is 18-34 years old. No wonder, since these are the generations most concerned and most in search of responsible consumption. Developed in two years and now more and more complete, the application has seduced by its innovative side and its commitment.
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