Of far greater concern to the global fashion sector is the issue of worker welfare. The issue was highlighted by pressure groups such as
Global Exchange in the U.S. targeting Levis and Nike and others.
In the late 1980s and early 1990s anecdotal evidence began emerging from labor activists in the U.S. and Europe concerning the supply chains and overseas factories of leading U.S. and European multinationals. A key target was the world's leading maker of denim jeans Levi Strauss, but more significantly Nike, the world's largest sports shoe marketing firm. Global Exchange launched its Nike Anti Sweatshop campaign, focusing on the firms sourcing in China and Indonesia.
A good deal of negotiations and stakeholder meetings led to a generally accepted code of practice for labor management in developing countries acceptable to most parties involved. The SA 8000 emerged as the leading industry driven voluntary standard on worker welfare issues. SA 8000 supporters now include the GAP, TNT and others and SAI reports that as of 2008, almost 1 million workers in 1,700 facilities have achieved SA 8000 certification. The Fair Trade movement has also had a significant impact on the fashion business. The standard combines a number of ethical issues of potential concern to consumers environmental factors, fair treatment of developing country suppliers and worker welfare. The Fair Trade label has show explosive growth.
Albeit on a very small scale and not always at the top end of the fashion industry, many niche brands have emerged which promote themselves primarily on sustainability grounds. People Tree in the UK states that it creates Fair Trade and organic clothing and accessories by forming lasting partnerships with Fair Trade, organic producers in developing countries. Leading fashion journal Marie Claire ranked its top 10 eco brands in a recent issue. The key issues remain chemicals in clothing (certified by organic and Fair Trade labels), worker treatment (certified by SA 8000 and Fair Trade) and increasingly mainstream environmental issues such as climate change. The worlds largest fashion brand Louis Vuitton recently acquired a small eco fashion label. It is clear, however, from the example of Nike and Levis, that certain issues are here to stay, such as a demand by Western consumers that leading brands manage the issue of worker welfare in their supply chain properly.