zerum is a young fashion label, which produces (its goods) exclusively under fair and sustainable conditions. A sustainable lifestyle for fair individuals is put in the foreground here.

Discount stores and many brand companies let their goods produce in low-wage countries, ranging from Asia to Latin America and Africa to Eastern Europe. By outsourcing the manufacturing, textiles can be produced at low costs, whereby the production often takes place under inhumane conditions.

zerum, therefore, decided to opt for a way that is oriented at contemporary values and is off of the current production practises. The creations should not only be a 'fashionable wrap' for their wearers, but also values such as sustainability, solidarity and fairness should be worn on the own body in a global society.

The media are primarily t-shirts made of organically grown fair trade cotton. The motives were designed by independent artists and the cuts developed exclusively for zerum. The refinement technique is screen-printing by hand. Editions are limited to one hundred pieces per motif, whereas under the brand 'team zerum' also unlimited standards are produced.

In general networked working with fashion-, graphic designers as well as illustrators plays a crucial role in drafting the collections

For zerum solidarity means a company's responsibility towards the public welfare and our environment. It is to use the competences in a way so that fairness is protected for all those who are involved with the product as well as in the manufacturing of its raw materials - also meaning that everyone should receive their fair share from the proceeds. Furthermore, great attention is paid to an environmentally sound and sustained production which starts with the cotton bush up to the way it gets in the hands of zerum costumers. Independent NGOs monitor the production process.

Zerum relies on synergetic effects, which result from the horizontal cooperation of various creative workers; and with the combination of different approaches such as graphics, drawing, painting, photography, etc. of various representatives of the respective styles. zerum’s output should be held divers and fresh. In this way, all aspects in the decision-making process regarding the draft are borne equally by all participants involved.

By outsourcing the manufacturing facilities in emerging and developing countries, textiles can be produced at extremely low costs, with the production, however, mostly taking place under questionable and often inacceptable circumstances. Social benefits, e.g. sick- or maternity leave barely exist and the establishment of unions is too often nipped in the bud by threats of dismissal. Besides the permanent insecurity regarding employment and wages, the workers often have to struggle with health issues caused by poor working conditions. Moreover, workers are frequently helpless in the face of physical abuse, discrimination and psychological pressure brought about by their superiors www.cleanclothes.at

In contrast to hierarchical, that is to say vertically organized companies, zerum relies on a horizontal cooperation of individuals, in order to achieve the highest possible flexibility and efficient utilization of creative and technical skills of the people involved – in this sense, each participant receives their freedom, for which they are self-responsible and where they can also develop freely.

Fotomaterial: switcher, zerum