Inspired by the richness and talent found in Pakistani fashion and craft, Victoria Road discovers, supports and promotes designers, artisans, craftsmen, and passionate entrepreneurs who are creating modern, sophisticated fashion inspired by their vibrant culture. They collaborate with these talented creatives at their Fair Trade workshop in Lahore to produce extraordinary apparel for women.
Women-run small business is one of the largest contributors to economic growth in emerging markets, which is why Victoria Road focuses on female designers, artisans and, local suppliers.
The inclusive supply chain (a term coined by Naushaba Brohi, the force behind the label Inaaya) describes the process of carrying forward talented artisans as well as each skilled craftsperson involved in a piece's creation into today’s global fashion scene.
They are dedicated to creating an inclusive supply chain from end-to-end, while respecting the local culture and markets within which they work. To do this, they to do things a little differently:
- Instead of imposing their own design team, they collaborate with local designers creating globally accessible fashion inspired by their own cultural aesthetic and craft.
- To provide their local design partners with a bridge to the U.S. and international markets, they work directly with each designer as well as their pattern master, artisans and production team at their Fair Trade workshop to create and develop products through a fully collaborative process in which each team member's ideas are heard and valued.
- As Fair Trade Federation members, Victoria Road guarantee their Lahore workshop employees are paid living wages and are provided valued benefits like paid holidays, overtime pay, regular working day breaks, state pension fund benefits, and assistance with access to health care. Other perks like air conditioning at their facility, daily tea service, special gifts of food and clothing at Ramadan, salary advances, and a zero-interest bike purchasing program further improve their team's quality of life. It should go without saying that they do not use trafficked or child labor.
- They minimize their carbon footprint by using locally made fabrics and by up-cycling their own scrap materials as part of a zero-waste workshop policy. They conserve water and energy in all of their small-batch manufacturing processes.
Now, more than ever in our lifetimes, our choices matter. What we purchase, the clothes we wear, everything we own is made up of the stories of those who were a part of its creation. Let’s choose positively.