Published in Dawn on September 30th 2018
Every brand has a story to tell, so said some marketing experts. What the experts failed to share is that most brands also have stories to hide. These are the stories of unjust, unlawful treatment of those who create products which are wrapped up in illusions of comfort, grandiosity and pride of possession called ‘brand’ and sold to beguiled consumers.
The stories about brands violating labour and environmental rights in poor developing countries remain on the margins and seldom make it to the mainstream media. Hence I was surprised to read a story recently in The New York Times that a home-based seamstress in Italy — the third largest economy in the EU — is paid €1 for each metre of fabric she stitches. At most she earns €24 for an entire coat which is sold by brands like Louis Vuitton and Fendi for €2,000!