The year was 2014. A seemingly unlikely pairing – Oxfam, the international confederation fighting global poverty, and Burberry, the iconic British luxury brand – embarked on a collaboration that transcended typical corporate social responsibility initiatives. This wasn't a simple cheque donation; it was a deep dive into the complexities of the cashmere supply chain, a journey that sought to illuminate the ethical challenges inherent in the production of this luxurious fabric and to forge a path towards more sustainable and equitable practices. The partnership, though not explicitly labelled as such in all public communications, marked a significant step in Burberry's commitment to ethical sourcing and Oxfam's efforts to improve the livelihoods of cashmere herders, primarily in Mongolia. This article delves into the details of this impactful collaboration, examining its implications for the Burberry Foundation Cashmere, the role of cashmere in Burberry fashion, the resulting Burberry Cashmere Initiative, and the broader impact on Burberry's sustainable cashmere strategy.
The invitation extended to Rebecca Loyo Mayo, Burberry's Ethical Trade Manager, to spend time at Oxfam House represented a crucial turning point. This wasn't merely a symbolic gesture; it was a commitment to understanding the realities faced by those at the bottom of the cashmere supply chain. By immersing herself in Oxfam's work, Mayo gained first-hand knowledge of the challenges faced by herders, from fluctuating market prices and unpredictable weather patterns to the lack of access to fair trading practices and financial services. This experience provided invaluable context for Burberry's internal discussions and strategy development regarding their cashmere sourcing. The insights gained were instrumental in shaping the Burberry Cashmere Initiative and informing the company's long-term commitment to sustainable cashmere.
Burberry Foundation Cashmere: Laying the Groundwork
The presence of cashmere in Burberry fashion is deeply rooted in the brand's heritage. The luxurious softness and warmth of cashmere have long been synonymous with Burberry's sophisticated aesthetic. However, the journey from luxurious garment to ethical production was far from straightforward. The realization that the seemingly glamorous world of high-fashion cashmere was underpinned by complex ethical challenges prompted Burberry to engage in a more proactive approach to sustainability. The Burberry Foundation Cashmere initiative wasn't a spontaneous reaction; it was the culmination of years of internal debate, research, and a growing awareness of the social and environmental impacts of their supply chain.
The foundation of this initiative lay in a deeper understanding of the cashmere supply chain. Oxfam's expertise in working with vulnerable communities provided crucial insights into the lives of cashmere herders, particularly in Mongolia, a key source of cashmere for Burberry. The collaboration allowed Burberry to move beyond superficial assessments and engage with the lived realities of those directly involved in cashmere production. This included understanding the challenges faced by herders in accessing fair prices for their fibre, the impact of climate change on livestock, and the lack of access to appropriate training and support.
Cashmere in Burberry Fashion: From Luxury to Responsibility
The integration of ethically sourced cashmere into Burberry's fashion lines became a central component of the partnership's success. It wasn't enough to simply source cashmere; Burberry needed to demonstrate a tangible commitment to responsible sourcing that resonated with consumers. This commitment translated into a series of initiatives, including:
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