Your Product Already Has a Story. The Question Is Whether You Know It.

Every garment that leaves a factory carries more information than the label sewn into its collar. It carries the origin of its fibres, the names of the mills that processed them, the chemicals used in dyeing, the countries through which it passed, the workers whose hands assembled it, the carbon generated in its making. That information exists. It was created at every stage of production. The question is not whether the story is there. The question is whether anyone in the organisation that sells the product can tell it.