prAna Proudly Introduces Fair Trade Certified™ Apparel
Release Signifies First in a Line of Clothing With a Conscience
Consistent with the brand’s mission to offer products with “purpose,” prAna has partnered with Fair Trade USA to support and promote the Fair Trade Certified Apparel and Linens pilot. The February 2011 release of this new women’s Tee is the first in a line of fair trade items to come and puts prAna among just a handful of manufacturers offering Fair Trade Certified apparel in the United States.
Previously no standard existed to recognize apparel made using Fair Trade standards. Shoppers had no way of knowing if the clothing they were buying was manufactured in a sweatshop. Thanks to Fair Trade USA— the leading third-party certifier of Fair Trade products in the US—clothing carrying the Fair Trade Certified™ label now earn the same recognition for their socially conscious efforts as goods in more than 20 other categories.
Teaming up with Fair Trade USA was a no brainer for prAna. The company’s Co-founder and Trendologist Pam Theodosakis supported the initiative from the beginning. "This spoke directly to my heart,” she said. “I love the idea of being able to give back to people in need because really we are all one and connected."
prAna’s Soul T is manufactured by the Liberian Women’s Sewing Project and meets Fair Trade principles. These include:
• Fair price to farmers for their goods
• Fair labor conditions and wages for farm and factory workers
• Direct market access eliminating unnecessary middlemen
• Democratic and transparent organizations
• Community development
• Environmental sustainability
“These women are doing something out of the box in their country,” adds Theodosakis. “They are truly making a difference and this translates internationally for women’s empowerment and rights.”
“The 30 women in the Liberian Woman’s Sewing Project earn 30% more than a government employee in the country, plus a fair trade premium for every garment sold to pay for programs of their choice,” said Heather Franzese, Senior Category Manager for Apparels and Linens at Fair Trade USA. “After 13 years of civil war and in a country with 80% unemployment, that’s huge. Not only do they support their extended families on this income, but when I talk to these women about how they want to use the money, invariably they say they want literacy classes, computer classes, child care, health clinics—all things that benefit the entire community. The fact that consumers can now buy a PrAna t-shirt that directly contributes to the future of these women and their community is a giant step forward for the people of Liberia.”
The Soul T will retail for $40 USD and comes in white, lavender and blue in a range of sizes from XS–XL. For a list of retailers or to order online go to http://www.prAna.com.
prAna is the active living brand that offers a harmonious blend of functional design and progressive style. The ancient Sanskrit word, prAna translates to breath, life and vitality of the spirit that guides our vision for a positive future. Visit prAna.com for more information.
For more information contact:
Sarah Sheras, Marketing Coordinator