Amandeep Cheema

Amandeep Cheema

COURSE: Fashion Business & Promotion 2017


TITLE: Final Major Project


“Every physical object we buy comes with a story; a journey of people, place & materials."
true supports ethical and sustainable fashion brands by educating consumers. true are solely about brands and building trusted relationships. They are solely about putting true information out into the open. That is what differentiates them from their competitors, as they not only work closely with brands but consumers too.
On 24th April 2013, 1,134 people were killed in the Rana Plaza disaster when the Savar building collapsed in Bangladesh; this is when the change came. “The world saw what it looks like when a brand knows too little” (Bedat & Darabi, 2015).

Since then it has become increasingly anticipated for brands to reform there manufacturing processes as the stories are often hidden in complex supply chains and information given to consumers is often masked of it’s truth.

This is where ‘true’ comes in place, staying committed to gaining full transparency levels with every brand, manufacturer and artisan that they showcase. They are here to provide a service for their consumers to give them in-depth research and follow through when unpublished data is needed, through a website and an annual magazine.

The main goal is to gain acknowledgement and appreciation for transparency in the fashion industry by providing and showing full commitment to every relationship they create throughout this site and show that true is a service that everyone can trust.

Transparency is an ongoing issue that fashion brands aren’t accomplishing and willing to be involved in, this is where true will come in. They will give brands a push in the right direction; guide them through the journey behind being a fully transparent brand.

This project was motivated by my goal to pursue a career in marketing and advertising. Transparency is a key trend within that sector as brands are continually seeking new ways to connect with increasingly savvy consumers. This led to research into transparency within the fashion industry which in turn inspired the creation brand true.

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