Right to answer: Clear Fashion clarifies its working method

(ETX Daily Up) – Following the interview with Christophe Girardier, CEO and founder of Glimpact, Clear Fashion asked for a right of reply regarding its methodology, the work the company does with consumers and manufacturers on a daily basis, and scientific choices on which the application is based. We publish here this right of reply in which Clear Fashion responds point by point to the comments of Christophe Girardier (in italics in the text).

How does the Glimpact app differ from, for example, Yuka or Clear Fashion?
CG: **** “clean and simplistic methods that can be considered arbitrary because they are based on choices that are not scientifically based”

The Clear Fashion method:

Clear Fashion has built a complete methodology based on the analysis of 150 reliable and factual criteria covering the entire clothing production chain: from raw material to distribution and then consumption, including the processing stages. This methodology addresses the sector’s main themes, not only environmental impact but also other essential themes such as people, health and animals.

Bibliographic study to define within each theme the main categories of impacts (eg water, waste, climate change, fossil resources) and the actions that influence these categories of impacts (eg management of water consumption down the die).

This evaluation scheme was created by our team of R&D engineers and then validated by a committee of experts, teacher-researchers and independent professionals widely recognized in the industry.

Scientifically based choices:

The Clear Fashion method is based on scientific work, in particular that of ADEME (The Ecological Transition Agency) and on the analysis of the specifications of more than 50 labels and auditing standards. For example, for environmental impact, each criterion considered is weighted according to the actual magnitude of the criterion on the impact concerned, with supporting quantitative data.

These choices are supported by the recommendations of the experts surrounding Clear Fashion’s actions: 75 experts have already been consulted, including a committee of experts that meets every month (eg Anne Perwuelz, Isabelle Robert, Grégoire Jacob). The regular members are actors recognized by their peers. The latter generally benefit from years of experience with textile production chains, textile processes or even consumer habits.

Clear Fashion also conducts research work in conjunction with the GEMTEX laboratory, which works closely with the company’s methodology engineering teams.

There is an internal R&D department, composed of engineers and a doctoral student in a CIFRE thesis, one of the objectives is to scientifically demonstrate the robustness of the Clear Fashion evaluation methodology.

Young Innovative Company (JEI) status and obtaining Research Tax Credit (CIR): investment in Research & Development and the need to initiate innovative projects, following scientific approaches to unlock this funding.

Links with other independent players in the fashion ecosystem: labels, certifying bodies and other expert players in the industry for the validation of their specifications in particular.

How does the Glimpact app differ from, for example, Yuka or Clear Fashion?
CG: “Yuka and Clear Fashion are applications for consumers, not manufacturers” // “Glimpact offers a truly reliable and robust technology ecosystem, focused on involving manufacturers first to enable them to change their production” //” Evaluating products and informing consumers is not enough”

The way Clear Fashion works with manufacturers:

Clear Fashion works closely with brands to build the fashion of tomorrow. The solutions the company offers enable manufacturers to move towards more controlled and more responsible practices.

270 brands demonstrate transparency and communicate information about their practices to Clear Fashion (out of 450 brands evaluated): they must complete a free evaluation form and be accompanied by “The Operations Department” during the stages of their audit. The aim is to make the collection of data as accessible as possible in order to bind more and more brands to transparency.

The evaluation process enables manufacturers to identify areas for improvement in their practices to implement concrete actions. A progress index will be available soon to help participating brands track their progress and more easily identify areas for improvement. (*69% of brands evaluated for more than 6 months have started to revise their manufacturing process)

“Thank you ! […] We checked what was wrong [sur la partie Santé] and we’re thinking about how we can improve our practices thanks to you, so honestly it’s great, thank you!” Soi Paris

Clear Fashion offers brands the opportunity to share the achieved score on the channels that seem suitable to them: e-shop, physical store, social networks… This way brands can promote their transparent approach and involve them in the improvement process.

Some find the PEF method too complex. What do you think ?
CG: “Simplifying or reducing things in this area, like too many actors speaking out publicly, is criminally the big issues of ecological transition!”

The consumer loses too much information, so Clear Fashion has kept the right level of information for the consumer. Criteria with negligible impact are not put forward, making it possible to focus on the most important things. Consumer interests were determined through a community of ambassadors (25,000 people) survey and field surveys in accordance with social science research methodologies. In this way, Clear Fashion was able to define the themes on which information should be provided: environment, people, health and animals.

Every month 100,000 consumers consult the information that Clear Fashion makes available. Thanks to user feedback, Clear Fashion is working to improve the clarity of information, education and in its definition takes into account the impact of reading this information by the consumer.

The 270 brands (small engaged brands, designer brands, mass market brands, international, premium, luxury, etc.) participating in the Clear Fashion evaluation allow an analysis of the current market situation and an identification of priority areas for the sector.

Clear Fashion also continuously measures and shares the impact of its own work on the industry. The first observations are that Clear Fashion has already largely positively contributed to the development of the sector. More than 50% of Clear Fashion’s users have changed their consumption habits and bought “less but better”, particularly favoring the top-rated products and brands. On the part of the participating brands, it is an awareness and the first actions taken to improve practices in almost 70% of the brands evaluated.

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