Showing posts with label branding. Show all posts
Showing posts with label branding. Show all posts

12/04/2012

Fiery Threads


Some twenty years ago, early in my career recording sound for documentary film, I traveled to Honduras and El Salvador as part of a team working to expose the slave-like conditions suffered by the workers who make the billions of garments that Americans consume every year. What we found was that the typical individual sitting behind a sewing machine was an uneducated woman in her late teens or early twenties, often forced to take birth control against her will (to preserve the factory’s “investment” in having trained her), routinely subject to the predatory sexual advances of the floor managers. Many were naïve country girls lured to the city’s favela outskirts by the hope of a job. They were chosen because they were the most compliant and powerless segment of the population. Shifts were absurdly long, overtime routinely withheld. The pay was derisory, some tiny fraction of a dollar an hour; many women we clandestinely spoke with reported spending more than a quarter of each day’s earnings on bus fare and a meager lunch. The huge factories required no more investment than a few hundred sewing machines, some fluorescent tubing, and just enough fans to prevent the workers from fainting on the line in the tropical heat. Invariably, these maquilas were located inside the gates of a tax-advantaged “free trade zone,” protected by a private security force beholden only to the managers. Any demands for better conditions or wages were met with beatings, and promises from the garment contractors to simply pull up stakes and relocate in some even more inexpensive and unregulated country: Haiti, perhaps, or Nicaragua, or Bangladesh.


The stories emerging from this last country in the wake of the deadly Tazreen Fashions factory fire last weekend suggest that little has improved in the globalized world of garment manufacture. Scattered in the wreckage of the factory, among the charred bodies of the 112 dead, were scorched labels for Wal-Mart’s house jeanswear brand, “Faded Glory.” (An apt description of the American garment industry, demolished by “race to the bottom” outsourcing). The spokesmouths of the global retailing titan quickly announced that although Tazreen had once produced clothing for Wal-Mart, they were “no longer authorized” to do so. They blamed, and immediately fired, a supplier who they suggested had illicitly subcontracted with the unauthorized Tazreen, as if the conditions there were uniquely bad, or particularly dangerous. If you believe them, in today’s global marketplace, the world’s biggest companies don’t have the vaguest control over who is manufacturing their products, and under what conditions. Public relations departments and other corporate spin doctors have apparently become so sophisticated that huge international brands can manage to “stand behind their products” while simultaneously denying any knowledge of the savage conditions under which they are produced. Clearly the programs of “voluntary” self-policing put in place by many gigantic international brands are essentially window-dressing. The many contractors and sub-contractors operating their independent freelance factories from Dhaka to the Dominican Republic serve an important role: they obfuscate the supply chain. When something goes wrong, Wal-Mart, or Hanes, or the Gap, or any of countless others claim to be just another disappointed customer, (albeit a bulk customer) sorry to hear that some “renegade” factory didn’t live up to the exacting standards on the mimeographed form they had once held a photo-op to insist should be posted prominently on the wall near the exit doors.

I’m not the first to note the grisly similarity between the Tazreen inferno and the notorious Triangle Shirtwaist fire of Greenwich Village, New York, which killed 146 mostly young, mostly female, mostly uneducated recently immigrated seamstresses, just over a century ago, in March of 1911. That disaster was instrumental in the creation of the International Ladies Garment Worker’s Union, and a catalyst for the discussion of worker’s rights in the United States. In an age when the clothes we wear are produced on the far side of the continent, in a distant country most people cannot locate on a map, it seems optimistic to hope that Tazreen might inspire the same kind of movement. Instead, companies must be held to account, by their customers. We need to change our ideas about what makes a brand worth wearing. 


On that trip to El Salvador twenty years ago, Charles Kernaghan, our guide from the National Labor Committee, estimated the cost of the labor spent on the production of a t-shirt at one half of one percent of its ultimate retail price. The cost of the fabric itself, and the shipping involved in offshore operations represented larger fractions, but most companies spend vastly more on advertising and marketing than on anything actually reflected in the quality of the shirt on your back. This means that doubling the pittance these exploited workers are paid would have a negligible effect on the in-store cost of most garments. Uh, I don't know about you, but I'd be okay with that. 

Photos from my own wardrobe.

4/01/2012

¡Vete p'al Carajo!

A place to gas up, in more ways than one.

According to a Wikipedia article entitled "Spanish Profanity," the literal meaning of the word carajo is "crow's nest," as in the lookout at the top of the mast on an old schooner. This was news to me, and I rather suspect it would be for many speakers of the language. Much more frequently, throughout the great Iberian diaspora, carajo is an insult, a "swear." Its strength and implication varies across the vastness and diversity of latin america, with usages that include approximate equivalents of "oh, sh*t!!" and "go to hell!" Indeed, upon looking for, and then entering the Miami restaurant named "El Carajo," one is apt to exclaim "What the f*ck!?"


Although the owners of the El Carajo combination tapas bar, wine cave and British Petroleum gasoline filling station franchise pay homage to the nautical in their signage--their logo is a flag flying above a masthead roost tilted aslant by a Caribbean breeze--one imagines that they fully embrace the word's many meanings. It takes not a little sense of humor to open a full-on faux-Spanish cava in the back of a generic convenience store. Here the bewildered, walking in to prepay their gasoline, are likely to find, just beyond the cash register and the standard gas-station amenities, a group of men seated on stools around a table, pouring and sampling a selection of Iberian wines, each with half-a-dozen semi-used crystal glasses spread out before him.


 Not unexpected in your average gasoline station convenience store.

Rather less expected, in an adjacent aisle: this extensive selection of fermented grapes.

 Unexpected to the point of unique? The Spanish taverna dining room, complete with fake brick arches.

 Where some gas stations might have a hot nacho cheese dispensing machine or a slurpy gun, El Carajo presents this selection of fine Iberian cakes and pastries, behind curved glass.

Flan with your fill-up?


 From tortilla Española to black Angus sirloin, to go!

 The most unprepossessing façade.


 Never fear, El Carajo also carries the usual "convenience" selection of emergency cosmetics, candy bars, and sodas, like these emery boards. KD's fetching pink and green ensemble is by Mossimo for Tarjay.

 (17th and South Dixie Highway, and if you don't know, now you know....)

That's how we roll. ¡Vete p'al Carajo!

10/04/2011

Trademark Fringement


I'm in Freetown, Sierra Leone, where a trip to the gas station put me in mind of a post from earlier this year in which I documented the hand painted branding efforts of Vietnamese marine diesel fuel dealers in Dong Hoi. A google search for "NP Petroleum" brings up the National Petroleum company of Trinidad and Tobago as well as a Canadian outfit called Northern Petroleum, neither of which share this BP-inspired logo. Could it stand for "Nigeria Petroleum," or was the B simply changed to an N on a whim? Perhaps these are the proprietor's initials.





10/03/2007

Does anybody else remember Esquelita's?


Somewhere in northern California, or perhaps southern Oregon (I was too flabbergasted to take notes) you can get your transmission worked on "while you wait." Is this outfit completely oblivious, or, as suggested by the flying guy in tights with the flowing, Village People mustache, are they perpetrating a grand in-joke on the rural locals?