Photo of the 'Whale Sucks' t-shirts on sale outside Supre's Bourke St Store in Melbourne.
I'm not sure about this one. Maybe I'm being overly critical so I thought I'd poll you about it (have your say to the right before you read any further). Do you think Supre is cashing in on the anti-whaling campaign or helping to create awareness with their massive teen audience?
We've been retail activists for a long time so maybe we're just more experienced at it? I do want to congratulate Supre if this is about their passion for social and environmental change not profits! Here's what I think the 'campaign' is missing:- "Whaling sucks!" and so does working in a sweatshop... Supre hasn't signed up to the Home Worker's Code of Practice . The code ensures that workers will be paid minimum wage.
- There aren't any facts about the campaign - reasons why "whaling sucks"
- There are no action suggestions for customers or even links to anti-whaling organisations like Greenpeace or Sea Shepard in their stores or online.
- They seem to be keeping all the profits and so buying the t-shirt isn't directly helping the whales or the organisations trying to protect them.
Adam Valvasori - Values Manager
12 comments:
I'm a little up in the air about whether or not Supre are making a political stance or profiteering. Like you said Adam, sweatshops also suck, but Supre (it would appear) aren't actively doing anything to stop the exploitation of labour in sweatshops or to show us they don't do so!
I think these shirts are a little in the vein of the "Save Paris" shirts Supre released what feels like an eternity ago. Really, it feels like they've found a new trend in political activism and are attempting to exploit it for profits. However, if it gets people interested in the subject of whaling, can it really be a bad thing?
Perhaps The Body Shop can take a stance through a window poster or OSM display that can provide people with links to more information on whaling?
Hey Billy.
Thanks for your comment!
You should feel proud The Body Shop has been anti-whaling practically since we started business back in the eighties. It was our first campaign and partnership with an activist organisation (Greenpeace).
The reason why we haven't done anything in our shops about it recently is that it is now a self sustaining & popular campaign with big media support from the likes of the Today Show and News Limited papers.
So we want to use our size to help shed a light on those unpopular injustices (if that makes sense) like Domestic Violence and Indigenous Rights.
I pretty much believe that any awareness of an important issue is worthwhile. Reaching new target audiences (young, tiny) is important, and they may just make the connection between their (tiny) t-shirt and the graphic images displayed on commercial tv right before neighbours, and be inspired to do more! I DO NOT however, think that it is ok to campaign for one issue, at the expense of another (ie sweatshop labour), but perhaps Supre will be pleased with the outcome financially and be inspired to do more campaigning........... and perhaps we could submit some annonymous suggestions on ways to improve. We are after all, seasoned retail campaigners, and they may just be learning.
A cursory inspection of of their website under the 'lifestyle' tab reveals that their message of choice is more in line with activate self-esteem, albeit aimed at tween girls. Is it superficial? Sure is. Reads like a Dolly magazine. But are they doing better than a lot of companies with the same target market? Probably.
In addition, the Supre website and even the picture on the blog suggests that you can go in and sign a petition - and given the blanket media coverage, does it really need a great deal more explanation? Like most media campaigns (or is it an advertising campaign?) you could critique it until the cows come home, but I personally think it's a nice baby step for Supre. Sure, it would sit a bit better if they fixed up their other issues, but any step for a company like that is one in the right direction.
I think that it could be used wisely; and although the message is getting across; thats it! There isn't much else to it other than all those teenagers thinking that they're helping by wearing a shirt but not doing anymore. This could be because perhaps it doesn't cross their mind that theres more to it than just buying the 'in' clothes... But my suggestions are things like, petitions in the store when you purchase the shirt; or anything for that matter; information sheets, or similar when they do make the purchase and for the store to make an actual contribution from proceeds made; thats a start.
Oh i just read Brett's post; and yes, if its a genuine initiative, its a fantastic baby step, but they can take it another baby step further. There aren't going to be many younglings that will investigate online after they have bought the T. I think it needs to be up front and the staff really need to encourage people to get involved in other ways too
i was looking on the blog - and suprised to see this stuff about supre.
heres what i think.
i think its good that supre has done that - hopefully over time the design and creatively will increase and teens will be better informed over issues.
i dont think they should need to say why whaling sucks on the t-shirt exactly - might be difficult to fit on the tee haha. perhaps they could have a link on the website supre.com.au
i think if they are going to use whaling sucks and promote humanity they should at least use organic cotton!! lol
have a lovely day :D
ms anonymous
Re: Your comments into Supre's motivations for selling anti-whaling t-shirts.
You wrote that Supre are selling the t-shirt without any information accomponing it..most of us know why whaling 'sucks' and the internet is widely used by all, information is easily found. Supre, I'm sure, know they're on a sure thing with their T-shirts including money. Because of them I'm now able to walk around while making a statement. Maybe someone will read my t-shirt and go home and look up information on this subject. I support both Animals Asia Foundation and Free The Bears, this started because I saw something while out, went home and researched it on the internet. Yes, I already have a strong feeling towards animal rights.
Sweatshops should not exist.. don't get me wrong.
Wow- great conversation here...
Don't get me wrong, i think that it's better that they did "Whaling Sucks!" than nothing at all... or worst "Save Paris!" (I can't believe they did that one !!!)
I just hope that it's the beginning of a genuine desire to have a positive effect on the community and the environment and not just to make more cash.
If anyone from Supre ever reads this and wants some advice / help. I'd happily volunteer!
At the Bourke St Mall store I couldn't find a petition. And they really should start their activist journey by signing the Homeworker' Code of Conduct and guarantee their stuff is sweatshop free.
Adam.
Hi Ads! Great stuff here!
I believe that the 'Whaling Sucks' tees, along with the 'Go green' and many others are putting a bad name out there for people who ARE acting on these issues. I mean, let's face it - most of the people getting around in these tops really DON'T care, and the general public sees this! Then bring in someone wearing an activist top that actually MEANS something; and the profits from which actually DO something, and the public still seems to think that this person is only wearing it or talking about it 'because it's fashionable.'
hey ya
yea like tails said before, most of the people just buy tops and wear them without any reason or they don't know what the background info is related to it, I mean it is good that supre is on the banning 'whaling side'but maybe they could have gotten alittle further than just printing out whaling sucks on tee shirts
I think supre is making a statement but not serious or big enough to 'change the world'
but that is just my thought....
Hi Adam
Only yesterday while walking down the street, waiting for inspiration about a uni assignment, that happens to be an oral presentation on whaling and looking at it from another angle I stubbled across the supre shop, and displayed in the front window was the "whaling sucks" t shirts.
And the first thought that came to mind was, fashion and retailers profiting off political issues!!
Now I have stubbled across your blog, while checking the supre website for further information in their support to stop whaling. And as like you said, found no more info or links to websites! Which although disappointed, supports what I will be presenting!
Do you mind if I use some of your commets etc to support my case in my presentation, of course you will be referenced correctly in my written report!!!
Caitlin McDonald
ECU student Western Australia
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