For the past six weeks, Exeter Geography graduate Natalie Cleverly has been working as a nicely paid intern on the ‘follow the things’ project. She took the Geographies of Material Culture module that’s generated our site since 2008, but in its new 2020-21 online iteration. And, this summer, she read every ‘compilation’ page on our website, looking for timely events about each page to post on our Twitter and Instagram because they happened ‘on this day’. As Natalie was finishing up, we asked her what it had been like to read the whole site. We don’t know anyone else who has done this! What do you learn? What’s been happening to ‘follow the things’ activism since we first opened our store ten years ago? Here are her thoughts.
Last September, I began the Material Cultures module at Exeter University. Since I’d chosen the module five months prior, the world had turned so upside down and inside out that I’d forgotten what I’d even signed up for. But I was fascinated. Particularly by followthethings.com itself. It wasn’t like any research project I had seen before. I reached out to Ian – who ran the module and the website – ‘Is there any way I can help?’.
And here we are. I’m not a followthethings.com expert, but after reading through 70+ pages of the website (almost the whole thing!) I’ve gained a good insight. So, what did I take away from sifting through all these years of content around activism / filmmaking / grassroots organising / following-the-thing?
A lot.Continue reading
Last week CEO Ian was a panelist at the last ESRC-funded seminar series on Ethics in Consumption: Interdisciplinary Perspectives at Birkbeck, University of London. The main speakers were Jonathan Porritt and Danny Miller, and the panel included Kate Soper, Jo Littler, Frank Trentmann and Terry Newholm. Drawing on Louise Ashcroft’s artist in residence (self invited) work at London’s Westfield Shopping Mall, Ian’s contribution to the panel involved reading out one of the cards from Louise’s Mallopoly game. His point – that debates about research-inspired change need to involve more-than-rational argumentation. And that Louise’s work should be required reading. Starting with this interview about her residency’s retail poisoning in We Make Money Not Art. Enjoy!
In January 2017, artist Louise Ashcroft invited herself to be an artist in residency at Westfield Shopping Centre. That’s the mega mall in Stratford, East London. Its retail area is as big as 30 football pitches (says wikipedia), it has famous chains of fast fashion & fast food, screens budget-bloated blockbusters, rents kiddy cars and boasts some seriously boring ‘public’ artworks. Because there’s nothing remotely boring, mass manufactured nor glittery about her work (and also because she is quietly plotting the demise of capitalism), Ashcroft spent her time there undercover, pretending she was only looking for a bit of shopping fun.
The artist will present the result of her stealth research this week at arebyte in Hackney Wick, a five-minute walk from Westfield. Some of the works she developed at the shopping mall include a transposition of words from slogan fashion T-shirts on traditional narrow boat signs, offers to exchange ‘happy’ meals toys with more ‘soulful’ artist-designed toys, seditious retail therapy sessions, bookable tours of Westfield where she will guide participants through playful (pseudo)psychoanalytical activities, ‘mallopoly’ cards that invite shoppers to use the mall and its contents as a material, etc. Oh! and, since the Westfield area is the home of grime she also compiled words from Argos shopping catalogues into a cut-up text and grime artist Maxsta recorded it as a track.
This is not Ashcroft’s first incursion into the magical world of retail poisoning. She regularly smuggles unfamiliar-looking African vegetables into supermarkets and then throws the store in disarray when she attempts to buy them (Vegetable, 2003-17.) …
Regine (2014) Retail poisoning: a disruption of materialism. We Make Money Not Art, 19 November
PS Louise’s website is here.
It’s Fashion Revolution Week this week. To mark this, we’re showcasing our favourite examples of cultural activism which have supported its #whomademyclothes call to action. On Monday, we showcased the Guerrilla Projections of documentary photographer Ismael Ferdous. On Tuesday, we showcased the gentle Shop-dropping activism of the Craftivist Collective. And yesterday we showcased the power of Disobedient Objects like Fashion Revolution Germany & BDDO’s €2 T-shirt vending machine.
Today’s post focuses on a strategic impact documentary called the True Cost. This aims to unravel fast fashion’s grim and gritty supply chains in the wake of the Rana Plaza collapse. It juxtaposes scenes of fashion models strutting catwalks, YouTube shopping hauls, footage of Black Friday shopping chaos, TV news footage of garment workers sewing clothes in cramped factory spaces, talking head interviews with factory workers and owners, farmers, former corporate executives, academic experts, famous activists and ethical fashion royalty, brands working ethically, key people from NGOs like War on Want, and champions of free market economics.
What’s distinctive about the True Cost and the impacts that it has had is that it was crowd-funded, released via iTunes and Netflix, and tries to channel its audiences’ concerns to ‘do something’ through public screenings with panel discussions, its website and associated social media. This film enrolled its audiences from its crowd-funding forwards. It was a conversation, a collaborative ‘do something’, from the beginning. Despite its lack of mainstream funding or cinema listing, the making, reception and impacts of this film in relation to the Fashion Revolution have been nothing short of stunning. We’re posting this today because CEO Ian is on a True Cost panel in Portsmouth tonight. It’s a textbook example of the emerging genre of strategic impact documentary.
Judith Hefland & Anna Lee (2012) Put movies in the hands of movements. in Andrew Boyd (comp.) Beautiful trouble: a toolbox for revolution. New York: O/R, 164-5
Kate Nash & John Corner (2016) Strategic impact documentary: contexts or production and social intervention. European Journal of Communication 31(3) 227-242
It’s Fashion RevolutionWeek this week. To mark this, we’re showcasing our favourite examples of cultural activism which have supported its #whomademyclothes call to action. On Monday, we showcased the Guerrilla Projections of documentary photographer Ismael Ferdous. Yesterday we showcased the gentle Shop-dropping activism of the Craftivist Collective.
Today’s post shows how disobedient objects can contribute to the Fashion Revolution. In this case, Fashion Revolution Germany and BDDO took a shopping experience with which people are familiar- inserting money to buy something from a vending machine – and introduced information about who made these things at the point of sale.
What happens when people are asked to think about this then? That was the experiment. Buy, boycott, donate? What would you do? How is your choice structured? The debate was lively. This video was the viral hit of Fashion Revolution 2015.
Olivia Boertje, Jo Ryley, Alec James, Tori Carter, Becky Watts and Rachel Osborne (2016) The 2 Euro T-Shirt – A Social Experiment. followthethings.com
Catherine Flood & Gavin Grindon (2014) Disobedient objects. London: V&A Publishing
Watch out for this new film coming to UK cinemas in 2017.
Moving through the corridors and bowels of an enormous and disorientating structure, the camera takes the viewer on a descent down to a dehumanized place of physical labor and intense hardship. This gigantic textile factory in Gujarat, India might just as well be the decorum for a 21st century Dante’s Inferno. In his mind-provoking yet intimate portrayal, director Rahul Jain observes the life of the workers, the suffering and the environment they can hardly escape from. With strong visual language, memorable images and carefully selected interviews of the workers themselves, Jain tells a story of inequality, oppression and the huge divide between rich, poor and the perspectives of both (source).
Reviews and interviews
This year we have been working with Dr Carolin Schurr in Switzerland. Her new ‘Follow the Thing: Studying Transcultural Markets’ course at the University of St Gallen ran in parallel to our ‘Geographies of Material Culture’ course at the University of Exeter. To showcase the awesomely critical, creative scholar-activist work that our students produce, this year we’ve published student guest blogs about gun sights, iPhones and paint. This post contains two pieces of work on palm oil by Carolin’s students Gianmarco Zorloni, Harpreet Perhar, Julian Krauth, Leonardo Ehnimb and Milan Kuzmanovic. We start with a short animated information film (expertly put together using Videoscribe software), followed by a script showing how ‘the thing with palm oil’ can enter conversation and affect behaviour, and finishing with the research report upon which this work is based. How can you respond to ‘follow the thing’ research that finds that thing in, more or less, everything?!
The information film
This is one of the questions that drives our work at followthethings.com. We tend to find our answers – yes, no, maybe, depends, etc… – in the user-generated comments on video-sharing websites like YouTube and in the comments on newspaper reviews. We’re currently wading through thousands of comments on a 2015 ‘follow the fashion’ film called The True Cost, and came across this powerful video response. We’re giving a paper about the True Cost and fashion activism at a conference next month. There’s an argument in the literature that work like this makes prescriptive arguments about responsibility that are so infinitely demanding they can generate a sense of powerlessness in consumer audiences. This doesn’t seem to be the case, at least for this viewer. Watching this film was a powerful experience. For us, this kind of response changes the question that’s asked. Now it’s ‘how do ‘follow the things’ documentaries affect their audiences? What vocabulary can we develop to describe this? That’s what we’re working on.
It’s Fashion Revolution Week this week. Last year’s headline, viral #whomademyclothes smash came from Germany. A vending machine apparently dispensing t-shirts for only 2 Euros in a Berlin square. If you put your money in, you had to watch a video showing the sweatshop conditions in which they were made. Twenty seconds in, you were presented with an option to buy the t-shirt or donate your 2 Euros. You were also filmed. With your permission, your reactions were included in a short film that was posted on YouTube on 23 April 2015. To date, over 7 million people will have seen your reactions, the expressions on your face, and joined the often heated, occasionally funny and carefully reasoned conversation in the comments below, and elsewhere online.
At followthethings.com, we turn the thousands of comments all over the internet into a digested read, a single conversation. Reading this you might get a sense of how successful this experiment was, and what made the video go viral. You might also think what you might have added to the conversation. What is the experiment showing? What’s it not showing? See what you think. Here.
Highlights from the conversation: Continue reading
We’re involved in running a session at the Royal Geographical Society (Institute of British Geography) annual conference this summer whose aim is to bring academic fashion experts into dialogue with the Fashion Revolution movement. We’re asking how fashion research can contribute to what is becoming a worldwide movement for a more ethical / sustainable fashion industry in the wake of the Rana Plaza factory collapse in April 2013. We’re looking for academic research from any discipline that can contribute to Fashion Revolution’s five year planning. Here’s what we’re doing. Please get in touch with Ian, Lousie and/or Alex to discuss any ideas. The deadline for abstracts is Friday 12th February.
– Call for papers –
Scholar activism and the Fashion Revolution: ‘who made my clothes?’
The collapse of the Rana Plaza factory complex on April 24th 2013, which crushed to death over 1,000 people making clothes for Western brands, was a final straw, a call to arms, for significant change in the fashion industry. Since then, tens of thousands of people have taken to social media, to the streets, to their schools and halls of government to uncover the lives hidden in the clothes we wear. Businesses, consumers, governments, academics, NGOS and others working towards a safer, cleaner and more just future for the fashion industry have been galvanised.
At the end of 2015, followthethings.com CEO Ian Cook gave a talk explaining why we re-create scenes described on our website it LEGO, what our shoppers like about them, and what they add to our scholar-activist work. That talk was filmed and you can watch it below. He talked through a series of re-creations made in response to the controversy provoked by a TV documentary film called ‘Primark on the rack’ that was first broadcast 2008, and re-energised by Primark’s response to the Rana Plaza collapse in 2013. It draws upon the work of Political LEGO artists like legofesto, whose conversation with Julia Zielke we published a few months ago. Ian’s talk outlines the argument being made in an academic paper he’s currently writing. Think of this talk as its Trailer….