KATHARINE E HAMNETT

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KATHARINE E HAMNETT

• www.katharinehamnett.com

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• KATHARINE E
• HAMNETT
• Ltd. collaboration with
• Dublin City University
• Business School Centre
• for Consumption Studies

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Research Project

• 3 Year Doctoral Research Project
• Basis of Case Study
• What constitutes an Ethical Clothing
  Organisation?

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• Period of Observation at an Ethical Fashion House
• Indepth Interviews, related otganisations
• Document how the organisation operates
• Structure, Culture, Marketing, Branding, Supply
  Chain, Pricing, Target Markets

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CSR4U Project

• Covers 8 key areas of CSR
• 1. Environment
• 2. Workforce Diversity
• 3. Older Employees
• 4. People with Disabilities
• 5. Socially Excluded
• 6. Work-life Balance
• 7. Local Communities
• 8. CSR in the Supply Chain

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KATHARINE E HAMNETT

• Company Background
• Mission
• Functions
• Organisational Structure
• Marketing Tools
• Branding

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Company Background

• 1965 -1969
• Studies BA Fashion and Textiles at Central Saint
  Martins College
• in London
• 1975
• First fashion show at the garage Covent Garden.
  Works
• as a freelance designer in Paris, Milan, New York
  and
• Hong Kong. Invents garment dyeing
• 1979
• Launches the KATHARINE HAMNETT label. Invents
• stonewashing, distressed denim and stretch denim.

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• 1983
• Awarded Cotton Designer of the Year. Launches
• first protest T-shirts CHOOSE LIFE, WORLDWIDE
• NUCLEAR BAN NOW, PRESERVE THE RAINFORESTS,
• SAVE THE WORLD, SAVE THE WHALES, EDUCATION
• NOT MISSILES - designed to be copied, with the
  objective
• of effecting change by being seminal, using the
  excess media
• coverage that the label was receiving. T-shirts
  are sold with a
• percentage going to charity
• 1984
• Awarded designer of the year by the British
  Fashion Council.
• Wears '58 DON'T WANT PERSHING' T-shirt to meet
  Margaret
• Thatcher at Downing Street

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• 1989
• Initiates research into impact of clothing and
  textile industry on the
• environment, which reveals an untenable
  situation.
• Carries on designing and showing collections but
  campaigns
• continuously for the next 14 years with her
  various licensees all
• over the world to get them to produce ethically
  and environmentally
• but fails
• 1990
• After a row with the British Fashion Council
  Katherine Hamnett
• rocks the British fashion industry by moving her
  catwalk show to
• Paris.

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• 2001
• Directly after 9/11 Katherine produces a series
  of T-shirts against
• the invasion of Afghanistan NO WAR, STOP AND
  THINK and
• LIFE IS SACRED
• 2003
• Autumn/Winter womenswear collection is shown at
  London
• Fashion Week, the STOP THE WAR and STOP WAR BLAIR
  OUT
• T-shirts feature on the catwalk. This results in
  UK and International
• newspaper coverage including front pages
  worldwide
• Katharine is invited by OXFAM to visit African
  cotton farmers in
• Mali before the Cancun trade conference to
  highlight the plight of
• the farmers due to western cotton subsidies.

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• 2004
• Terminally frustrated at the industrys refusal
  to even attempt to do
• things ethically and environmentally, Katharine
  cancels many of her
• licences and decides to go back into
  manufacturing herself to
• produce a new line KATHARINE E HAMNETT, E for
  being
• manufactured Ethically and as Environmentally as
  physically
• possible, to be launched from her own
  international on-line store
• 2005
• Katharine designs and sources manufacturing for
  the organic
• cotton T-shirts for the Oxfam 'Make Poverty
  History' campaign
• ORGANIC COTTON CAN MAKE POVERTY HISTORY FOR
• 1,000,000 FARMERS

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• 2006
• The year is spent re-sourcing a completely new,
  certified ethical
• and environmental supply chain of top quality raw
  materials
• manufacturing across the world from farmers to
  packaging and
• distribution. Shows KATHARINE E HAMNETT
  collection at London
• Fashion Week Esthetica Exhibition.
• Signs contract with Tesco for ethical and
  environmental organic
• cotton collection - mens, womens, boys girls.
• Website launched as online store and information
  hub for
• campaigning issues.

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• 2007
• Collaboration with Environmental Justice
  Foundation (EJF)
• SAVE THE FUTURE T-shirt to highlight the horrors
  of cotton
• agriculture in Uzbekistan. Information stand in
  conjunction
• with EJF at London Fashion Week Esthetica
  Exhibition
• Launches line of ethically and environmentally
  mined gold and
• diamond jewellery with Cred on Valentines Day
• Tesco collection launches in 40 Tesco stores
  during Fairtrade
• Fortnight

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Company Mission

• To design and sell clothing that is of the
• highest production and aesthetic quality,
• that is manufactured as ethically and
• environmentally as possible. To raise awareness
  of humanitarian and environmental issues through
  various campaign mediums

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CSR PROFILES
TYPE 2 ORGANISATIONS ADAPTIVE CSR
TYPE 1 ORGANISATIONS FOUNDERS IDEALS
MAINSTREAM CLOTHING ORGANISATION
CSR Policies and Procedures
ANIMAL WELFARE
ENVIRONMENTAL
HUMANITARIAN
ETHICAL CLOTHING COMPANY various combinations
of above CSR practices
ECOLOGICALLY SUSTAINABLE CLOTHING ORGANISATION
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Multi-Goal Orientated

• PROFIT
• ETHICS
• ENVIRONMENT SUPPLY CHAIN
• AESTHETIC
• Mainstream Fashion Done Ethically
• NOT ECO LOOK

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CAMPAIGNING INTEGRATED INTO DESIGN
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Ethical Clothing Production

• Humanitarian
• Environmental
• Animal Rights

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HUMANITARIAN

• Labour Standards e.g. ILO, UN Global
• Compact
• Ethical Trading Initiative (ETI)
• Base Code
• Independent Codes of Conduct
• Factory Audits
• Sweatshop Free Labour

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HUMANITARIAN

• Fairtrade Certification
• Fair-Made
• Fair Trade (not certified)
• Fairly Traded
• Social Reinvestment
• Project (RED)
• Designers Against Aids
• 1 for the Planet

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ENVIRONMENTAL

• Organic Cotton
• Sustainable Textiles e.g. Hemp, Bamboo, Ingeo
• Clothes made from recycled materials e.g. PET,
  sweet wrappers
• Eco-Labels e.g. EU eco-label, WWF Gold Standard

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ENVIRONMENTAL

• Dye Process
• Chemical-Free/Plant/Clay/Natural
• Reused
• Recycled e.g. Armani Jeans
• Vintage (Archived)
• Charity Shops
• Swap shops

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ENVIRONMENTAL

• Water Usage
• Renewable Energy
• Distribution/Shipping

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ANIMAL RIGHTS

• FUR
• Green Fur
• Leather
• Animal Husbandry

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Organisation Structure

• Organic
• Breakdown of Staffing
• Financial Manager
• Director/General Manager/PA
• Mainline Production
• Tesco Production
• Webstore Manager
• Environmental Researcher
• Pattern Cutters/Machinists
• Work Experience

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MARKETING

• Web Based Marketing
• Move Away from Wholesale
• London Fashion Week
• Products Pricing
• Mainline
• Tesco Line

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MARKETING

• Youth Culture
• Technology is Key
• MySpace
• You Tube
• Product Placement
• Guest Lectures

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MARKETING

• Campaigning
• Concentrated Solar Power
• Ethical Gold Diamond Mining
• Organic Cotton
• Cotton Farmer Suicide Belt

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BRANDING

• CSR IS THE BRAND
• Industry Leader
• Media Coverage
• Staff Retention
• Trust

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• Hamnett is not a bandwagon
• jumper. She is the
• bandwagon. ...
• The Times, March 2007

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Kellie.dalton3_at_mail.dcu.iekellie_at_katharinehamnett
.com