
Bassike Organic Grey Marle Singlet
I’m going to begin this article that focuses on the very important issue of fashion, by talking briefly about another very important issue: chocolate.
My absolute favourite chocolate in the world (yes, folks – in the world) is Conscious Chocolate. It’s raw, certified organic and handmade very, very locally. It’s vegan, gluten free and only uses the absolute highest quality organic ingredients. It’s rich, creamy, indulgent and wildly moreish. It’s also $6.65 for a 45g block. It’s owned by the dude who makes it, in Port Melbourne.
“45 grams!?” I hear you say, “How the bloody hell much little is that!?”
Well, your standard Green & Black’s block of chocolate is 100 grams, and you can buy that from Coles for $4.27. It’s fair trade, bears the UK’s Organic Soil certification, and is owned by Cadbury Schweppes who is owned by Kraft (correction: not the other way around). If you want to just get the good ol’ budget Cadbury Old Gold dark chocolate, Coles has that going for $5.87 for a 350g block. Their website has conveniently done the maths for me and tells me that this price equates to the chocolate costing $1.68 p/100 grams. For the same amount of choccie that’s in a block of Conscious Chocolate, Old Gold (and please don’t read the ingredients unless you actually want to give yourself a coronary) costs $0.75.
Conscious Chocolate is 9 times the cost of the Cadbury. Nine times.
Is it worth it? Hell yes to the are-you-shitting-me it is. Now that I have the information about:
- What’s in it
- Where it’s made
- At what cost (humanitarian and planetary)
- Its carbon miles, and
- Who owns it
there is absolutely no question whatsoever that I will forever more continue to pay up to nine times more for my chocolate than I would if I were succumbing to the standard fare available on supermarket shelves. When I can’t afford it, I simply won’t buy chocolate (or alternatively, I’ll make my own – recipe to come…). Not only is it better for the world (on pretty much every level that chocolate can be), but it’s far, far, far more beneficial for my body. And it’s certainly the kind of food that I would be more than happy to offer my loved ones for both pleasure and nourishment.
But what the flaming heck has any of this got to do with fashion? Well, in the local broadsheet (The Age) this weekend was published an article on the subject of local green – or ethical – fashion. Written by Janice Breen Burns, Style and Sustainability is a timely, solid and gripping piece that explores the “challenges” that the conscious consumer faces when it comes to choosing ethical fashion (namely, the price), as they relate to the many and often heartbreaking challenges that designers and producers face in trying to get ethical fashion both on the rack and out the door.
It’s a disposable market modeled on free trade and all of free trade’s hidden implications. We’re a Target, K-mart, Zara culture that is dangerously in love with unconscious spending, bargains and “the latest thing”. This behaviour is so stitched in (pun intended) to the fabric of our society that we often look at the status quo, and the alternative, and feel that we have no choice but to continue on perpetuating the violence upon the earth and product manufacturers that is blind bargain hunting.

Bento - Wool Louis V Black - local, ethical fashion exquisite.
But the thing is, we do. You and I have a choice. An excellent one. We can choose to spend the extra, buying fewer pieces that yield not only garments of a higher quality (and therefore maximum longevity), but ones that don’t weigh either heavy on our conscience, or the future of our planet and humanity. This is so much more important than we often give pause to consider.
As Janice Breen Burns writes in her article, on a “cost-per-wear” basis, the more ethical and sustainable choices end up making more financial sense than our fast-fash disposable options. We simply have to begin to think about our sartorial investments differently.
From Wednesday, Superéthique is going to begin featuring locally manufactured fashion labels who spin ethical and sustainable garments from the yarn of their business. We’re not going to harp on any further about the benefits and costs (I’ve done more than enough of that here!) – we’re just going to show you how goshdarned sexy, and timelessly classy truly good fashion can be.
- Ming-Zhu. xx