Interview with Madeleine Alizadeh, founder of dariadéh

1. Why is transparency important to you? 

To make responsible purchasing decisions, consumers must be properly and comprehensively informed. Transparency is the only way to create clarity about where, how, from what and by whom clothing was produced. At the same time, transparency increases consumers' trust in a brand and in themselves, which in the best case leads to a greater sense of responsibility. 


2. Why did you decide to work with OEKO-TEX® MADE IN GREEN? 

OEKO-TEX® MADE IN GREEN is a well-known and credible label for transparency. With the help of the Label Check, all information can be accessed quickly and easily. In addition, the certification procedure gives us the opportunity to take a closer look at our processes. We want to find out what we do well. We also want to look closely at where there is room for improvement. 


3. What message do you want your customers to take away when they buy your MADE IN GREEN certified products? 

I would like to provide customers with more information so that they can form their own, fact-based opinion. Since the majority of the fashion industry is still far from acting responsibly, it is important to have trustworthy institutions and mechanisms that set appropriate standards. 


4. What is your wish for the future of fashion? 

I would like to see structural change (such as political action and transparency for customers), similar to France, where the traffic light system is now being introduced. It is not acceptable that the entire responsibility is shifted to customers fighting their way through a jungle of information. I would like to see sustainable companies promoted economically and rewarded for their efforts, and for it to become normal for companies to be able to be certified. It must become much more accessible to buy fair fashion but also to produce it. 


5. Which aspect of responsible manufacturing is the most challenging to implement? 

There are countless trade-offs we have to make every day. We always have to put sustainability above growth, sometimes consciously choosing degrowth. In design, we are very limited by not using conventional synthetics. We offer eight sizes, which means not only rigorously scaling a cut, but also creating our own patterns for certain sizes. It means making design decisions not exclusively from a white, slim perspective, but putting ourselves in the shoes of the realities of different people's lives. 


6. What do you see as the biggest problems affecting the conventional textile industry? 

The core concept of fast fashion is the problem. The idea of producing as much as possible in as short a time as possible, ever more and ever faster. The idea of constantly convincing the customer that they have too little and the lack of awareness for the entire cycle and how important it is to treat resources with respect. 


7. What goals do you still want to achieve with your label? 

Complete climate neutrality and certification for all products of the label would be the first steps. The ultimate goal, however, is of course complete circularity, i.e. making our products completely circular.