It’s rare for a day to pass in Europe without some brand or e‑shop going bankrupt — crushed by cheap competition from Asia. I won’t dissect how well European producers are protected from low‑cost imports, mostly from China. It’s obvious the protection is insufficient, even though the relevant authorities seem to be trying. But progress is slow, and so far, not particularly effective.
Instead of whining about being steamrolled by a flood of fast and ultra‑fast, low‑quality Chinese clothing, we need to face the truth: it’s the customer who decides.
Everyone has a choice — buy a £5 Temu T‑shirt made under slave‑like conditions that falls apart in two months, or pay £50 for one made under fair conditions, by people earning a dignified wage, and that actually lasts.
Hong Kong Lesson for Thirty Dollars
Years ago, I saw Fred Perry polo shirts in a Hong Kong shop window for $10. The price was tempting — originals cost around $60 at the time. I immediately suspected they were knockoffs. I’ve always avoided fakes, but I thought maybe these were second‑grade pieces — sewn locally, perhaps rejected by quality control.
Having seen a few Fred Perry fakes in my life, I knew what details to check. Everything looked legit: the embroidered logo was symmetrical and dense, the label was woven and multi‑layered with clean seams, the collar had double stitching, and the buttons were engraved all around. The fabric felt slightly thinner, but nothing dramatic. I bought three.
Then came the moment of truth: the first wash. What came out of the machine left me speechless. The shirts changed color, stretched sideways, and shrank in length. I threw them in the bin while still wet. Thirty dollars down the drain.
My Money, My Rules
That episode taught me a lesson — and deepened my loyalty to the brand. I’d rather pay five times more once in a while at the official store and have shirts that hold up for years. At least I have some assurance they were made in line with the company’s anti‑modern‑slavery policy, not by children, and with basic environmental standards in place.
I apply the same logic to other products. I’m a conservative consumer in this regard. Over the years, I’ve built a circle of trusted brands — not just clothing — and I keep track of how they perform ethically.
Whether it’s working conditions, DEI (diversity, equity, inclusion), sponsorships, or charitable work — I pay attention. Since the start of Russia’s invasion of Ukraine, I also consider whether a company still operates in Russia.
If any of my “love brands” fails to meet my expectations in any of these areas, it’s out. No mercy.
In my view, every individual has the freedom to choose:
Be a clicking robot, reacting to price like Pavlov’s dog to sausage — or be the one who makes the rules.
A Few Links:
- Useful app to check whether a company still operates in Russia and contributes to funding Putin’s war crimes: Push To Leave App – Support Ukraine through Consumer Freedom
- World’s largest sustainable cotton initiative: Better Cotton Initiative – It starts with farmers
- Punks against exploitation in the textile industry:
Punks Against Sweatshops