Thursday, 5 July 2007

Ethical brand lowdown: Adili

What do they do?

Adili is an online ethical store selling a range of Fair Trade, fairly traded, recycled, organic and other ethical womenswear, menswear, accessories, footwear, babies and children's clothing, household items, skincare and gifts, produced by a range of ethical labels.

What are they about?

Adili is the Swahili word for 'ethical and just,' which is what Adili stand for, believing that fashionable clothing can be made without causing unnecessary harm to people or the planet. Adili showcases the pioneering brands who have demonstrated that trade can be conducted in a fairer manner, without exploiting people along the supply chain. With this in mind, Adili has created a framework for each brand to be evaluated against, before they can be adopted as a supplier. Each supplier must demonstrate against a set criteria how they are ensuring the ethical and just nature of their production processes.

Who is behind Adili?

Adam Smith is the CEO of Adili, with 14 years experience in the retail sector. He has undertaken various roles throughout his career, including Director of Operations for sit-up Ltd and eCommerce Development Director at Dixons. Adam has experience of setting up supply chains from the Far East and Indian sub-continent and a personal empathy with the values of

Quentin Griffiths is the Co-Founder and Non-Executive Director, a serial entrepreneur and co-founder of ASOS. His background is in marketing.

Christopher Powles in a Non-Executive Director, who combines his experience of financing small unquoted companies with a long standing interest in the environment and developing world. Christopher was born in Africa and has been involved in conservation and ethical projects for a number of years.

Claire Lissaman is a consultant on ethical and fair trade, having formerly been the UK director for RUGMARK, a certification, labelling and development initiative working to end exploited child labour in South Asia's rug industry.

What criteria do Adili use to ensure that items are ethical?

Adili has a set definition of fair trade, which includes, "a trading partnership based on trasparency, dialogue and respect that seeks greater equity in international trade," amongst other things. Some brands carry a certification label such as those issued by IFAT (International Fair Trade Association) and the Fairtrade Foundation. Adili uses the word fairly traded to denote brands that are working within their set definition, but do not yet have formal certification.

Adili recognises organic certifiers who are members of The International Federation of Organic Agricultural Movements (IFOAM), including: The Soil Association, Skal, IMO and AGRECO. Adili uses the term organic to denote products that are crafted from organic fibres but are not currently certified.

Adili also sells locally sourced products (which supports local businesses, promotes traditional skills and helps to combat carbon emissions from shipping clothes all other the world) and sells products that use alternative and recycled fibres (which prevents wastage, as millions of textiles are binned each year and avoids the reliance on cotton, a crop which accounts for billions of dollars worth of pesticide use every year and consumes vast amounts of precious water).

For further information on Adili's ethical framework, check out

Hot picks?

I thought you'd never ask, the Ciel Sophia Dress, for £185, made from certified organic cotton, the fairly traded Kuyichi Harpoon Print Top, for £40, made from 50% cotton and 50% polyester, the fairly traded Kuyichi White Denim Jeans, for £78, the Fifi Bijoux Ardent Pendant, for £205, made from ethically mined gold and gemstones, without the use of cyanide, arsenic or mercury and all the Spiezia beauty products, because I think Spiezia are fantastic!

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