When it comes to sustainable and fair fashion brands, we think of Armed Angels, Recolution or Jan’n’June. H&M or Zara are working on a green image with sustainable collections. Takko, on the other hand, would probably not associate with sustainable and fair fashion. And yet: the German fashion brand relied on fair and ecological production long before greenwashing became a trend – and thus proves that sustainable fashion can also be cheap. But can Takko of all people really keep up with fair fashion labels?
In 2013, the Rana Plaza textile factory in Bangladesh collapsed, killing over 1,000 people. For many companies, but also for consumers, a wake-up call that showed only too clearly how precarious the production conditions for fashion are. Many large chains then vowed to improve working conditions in production and to control them more closely. But even with the green collections of well-known fast fashion brands, these cannot be proven in some cases. Companies like H&M or Zara often only certify sustainability and fair production with seals they have created themselves.
It looks different with Takko. The fashion chain was already working with the Fair Wair Foundation two years before the textile factory collapsed. Garments that have their own “Quality by Takko” seal are usually also certified by important, independent eco-seals such as Oeko-Tex or Gots.
How does Takko manage to be sustainable and cheap?
With the prices of the fashion retailer, it is sometimes difficult to believe that sustainability is actually being used here. An Oeko-Tex certified sweater costs just 12.99 euros, a long-sleeved shirt in trendy lilac 7.99 euros. Is it really fair to produce there? Of course there are still grievances at Takko. But the company is working with the help of the Fair Wair Foundation to fix this. The organization is considered a pioneer in improving production conditions in the manufacturing countries. Takko deals transparently with complaints from production facilities. They are published in the company's Sourcing Report. The average salaries in the individual production sites are also published here. They are well above minimum wages and trade union demands. So how does Takko manage to be so cheap anyway?
Birthe Mattschull, Senior Executive Director Sourcing at Takko, gave a few answers to these questions in an interview with FashionUnited, among others. The company attaches great importance to efficiency in all areas, from the cut of fashion to packaging and quality control, everything is designed as cost-effectively as possible. But some savings are also made in terms of material. Not all items of clothing are labeled as particularly ecological. And what many customers have already noticed: Takko advertises significantly less than the competition. The marketing costs are accordingly low.
Why doesn't Takko position itself more clearly as a fair fashion brand?
One thing is certain: Takko certainly cannot be accused of greenwashing. Not only does the company do little advertising overall, it also doesn't bang its efforts in terms of sustainability and fairness. The reasons for this are simple: The company sees the real brand essence in the low price. Takko co-boss Alexander Mattschull sees the commitment to fair production conditions as a matter of course. "You communicate and inform about it – but you don't advertise it," he told Deutschlandfunk Nova. Many Takko customers have little money available. For them, a low price is more important than fair production conditions. All the better if both can be combined.
You can currently save even more with Takko. Online there is still 20 percent off everything until January 24th.