Adopted from a documentary with the same title, LOCALE shows their perplexity about the unsustainability and hazardous environment of the fast fashion industry, concerning about the exploitative labour treatments, health implications and other controversies surrounding it. The collection is released to raise awareness about the ugly truth of fast fashion and revealing the actual immaterial cost to produce a simple graphic t-shirt. ‘True Cost’ is launched as an anti-fast fashion campaign collection to start put brands’ sustainability and fair trade practice into account.
The collection itself comprises of satirical and sarcastically vivid illustrative and wording graphics as criticisms to the system, markedly with the Visa and Mastercard LOCALE logo. Truly applaud and support the gesture, however a minimal side note; The graphics are still playing too safe. With LOCALE’s large customer base and flexibility to create, a harsher, more eye-opener message would be even more impactful. The ‘True Cost’ has been available to order through LOCALE’s website.