Conscience: creating a supply chain of happiness; debuts in Australia

Thursday, 21 October 2010 01:29 - - {{hitsCtrl.values.hits}}

Conscience, Sri Lanka’s organic eco-sustainable brand, which was launched in Sri Lanka at HSBC Colombo Fashion Week 2010, is now available in Australia after having launched in India earlier this year, in June.

Conscience as the name suggests is a completely ethical end-to-end fashion label: Starting from the cotton farming process to the weaving to manufacture of the end garment at Sri Lanka’s Garments without Guilt certified factories.

Conscience is the second brand to come out of the Stringhopper design studio, first one being Stringhopper, which was launched in 2009. Conscience was launched with the mindset of creating a ‘supply chain of happiness’ from beginning to end, resulting in Sri Lanka’s first 100% ethical fashion label.

Sri Lanka, which is the world’s first ethically sustainable manufacturing and sourcing destination, is creating tremendous news in this field. Its position expressed through Garments without Guilt has created immense value for the apparel industry internationally. With this brand, it’s no surprise that fashion brands in Sri Lanka are moving in this direction with Conscience leading the way.

“There is a growing consciousness across the world; more so in the west, but Asia will soon catch up. In this scenario you need to offer a proposition that really delivers on the ‘good’. The time for mere lip service is nearing its end,” says Ajaiy Virr Singh of Stringhopper and Conscience.

Fabrics for Conscience are purchased from sources in South East Asia, which are certified eco-ethical, organic and sustainable. The fabrics are then manufactured at Garment without Guilt certified facilities. Its motto is to create a ‘supply chain of happiness’ through a very systematic approach.

“After Australia, we are looking to launch in key European markets which is not easy. From a product point of view our focus is to impact the entire supply chain, hence we are driven by what we call a supply chain of happiness,” Ajaiy added.

Conscience is currently sold through on-line ethical retail portals and through ethical and ethically conscious stores in Sri Lanka, India and Australia with plans to retail in Europe and the US.

In Sri Lanka, Stringhopper and Conscience are currently exclusively available at Colombo Workshop at 32 Ward Place, Colombo 7. www.musthaveconscience.com