Conscientious clothing

Founded by Nikki McAllum, The Road is raising awareness among consumers about the true cost of fashion by selling its t-shirts at cost price so that consumers are aware of the minimum they must pay in order to purchase an item that has been produced by fairly paid workers.

‘If you see a t-shirt from another retailer for under that price, you know the people milling and sewing the cotton aren’t being covered,’ McAllum told Broadsheet.

The brand uses sustainably sourced cotton produced from Global Organic Textile Standard (GOTS) and Fairtrade-certified farms and mills, as well as ensuring that it pays all of its employees at Mila Fairtrade Clothing factory in India a fair living wage and offering health benefits, a retirement fund, holiday benefits and a housing programme.