In April 2013, when the Rana Plaza clothing factory near Dhaka in Bangladesh collapsed – killing more than 1,000 workers – Western brands that sourced product there found themselves under tremendous scrutiny. The incident exposed the dubious ethics of Western clothing brands and their supply systems.

Today, thanks to technology, consumers are more aware of the source of the goods they purchase. Buycott, for instance, is an app that lets anyone who downloads it check what company, and therefore what causes, a product is associated with, simply by scanning an item’s barcode. It’s all looking a bit worrying for those companies whose record is not as clean as it might be.

There are, however, a growing number of brands which, mindful of public concern, are taking a lead in allaying consumer worries over where product comes from, and how it is made. These brands are not only promoting ethical production, but also adopting a strategy that places transparency at its core. New York’s Everlane, founded in 2010, is one clothing label which has adopted a pro-active approach.

The brand, which specialises in basic knitwear, t-shirts and accessories, highlights the entire production process on its website, such as the factories where products are created, using compelling photography to document the conditions of their workers. It also explains the exact profit mark-up of each garment. The company calls this ‘radical transparency’. “We’ve always wanted to push ourselves to make the best possible product and be fair with customers,” explains Everlane’s founder, Michael Preysman.

“Being transparent allows other people to understand our philosophy and believe in what we stand for as a company.” Being transparent allows other people to understand our philosophy and believe in what we stand for as a company.