MADE IN FRANCE: IT’S NEVER TOO LATE TO BUY SOME
While numerous brands are actually implementing a local production approach to offer their consumers items Made in France, others are cheeky and have no doubts about wringing the most from the designation by checking the minimum number of boxes possible to give themselves credit for an eco-design that they only go halfway to meeting. Without wanting to take all the credit, since La Maison de la Maille was created, the brand has had its heart set on ensuring that its manufacturing and production circuit is as much Made in France as possible. This approach involves all the trades, all the links in the production chain, brought together on a local level. The real Made in France, what it means, and why it’s better...
WHAT IS “MADE IN FRANCE"?
As its name indicates rather well, we are talking about products that are manufactured in France.
Its lesser used French version, “Fabriqué en France”, means the same thing, and to be entitled to use this label, it is the trader’s responsibility to ensure that the product complies with the non-preferential rules of origin established by the EU customs code (CDU). Is that double Dutch? You couldn’t make it up! (just kidding). This same label is there to certify the origin of the product concerned. This idea of origin used by the customs services is different from the Guaranteed French Origin (Origine France Garantie) label that is awarded by an independent body and meets quite specific terms and conditions. Obtaining this label allows businesses that choose to do so to bring their national production to the fore. La Maison de la Maille is one of these.
BEWARE OF "MADE IN ..."
Unfortunately, money is the key. While numerous brands are actually implementing a local production approach to offer their consumers items Made in France, others are cheeky and have no doubts about wringing the most from the designation by checking the minimum number of boxes possible to give themselves credit for an eco-design that is really only halfway to being so. “Made in France” in fashion is a bit like organic foods. According to the current legislation, the product’s country of origin is deemed to be the one in which it underwent its last substantial transformation (the rules attached to this title are detailed on the official government website). Other brands are even more unscrupulous, stealing the label (an offence punishable by law, but we’re not the police, are we?) to attract customers. Which is why we emphasize the importance of you checking a brand’s manufacturing and production process in detail when you are thinking of buying Made In France. The price may also be a good indicator (although not always): if you find a Made In France woolen jumper for 40 euros, there is a very good chance that it is not really Made In France. But if it is, then give me the name, I’ve got some gifts to buy.
WHY IS IT BETTER?
It’s better for several reasons. First of all, from an ecological standpoint, Made in France means that, on the face of it, there are no long journeys made between the different service providers, leading to a carbon footprint for a simple pair of jeans that is sometimes terrifying. Secondly, in economic terms, Made in France – provided it is done seriously – requires the involvement of local labor and therefore contributes to maintaining employment in the craft industries. Traceability is also better, with consumers having much easier and more detailed access to the manufacturing process from A to Z, to know exactly what they are buying.
LA MAISON DE LA MAILLE 100% MADE IN FRANCE
Without wanting to take all the credit, since La Maison de la Maille was created, the brand has had its heart set on ensuring that its manufacturing and production circuit is as much Made in France as possible. This approach involves all the trades, all the links in the production chain, brought together on a local level. Its scrupulous choice of foreign partners – who supply the fibers – is also a mark of its commitment. La Maison de la Maille only works with carefully selected and labelled producers, certifying the full traceability of their fibers. Its most recent prestige creation, Le Plaid Merveilleux, is part of this 100% Made in France policy and a product that the house is particularly proud of.
DID YOU KNOW?
According to an IFOP survey from 2018, 74% of French people say they are prepared to pay more to buy a product made in France. Almost four years later, after a health crisis that has shifted the lines in the right direction (as explained in particular by Hélène Daret, Marketing Manager at Refashion, in our portrait of her) consumers’ appetite for local products is constantly on the rise. Another of the reasons for La Maison de la Maille’s continuous leaning towards deepening its ecological commitments through its creations.
Written by Laura Isaaz
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