#Japan #Ethical Fashion #Setagaya #Shift C #Good On You

Introduction to Shift C

Shift C, powered by Good On You, is a groundbreaking initiative by UPDATER, an innovative company based in Setagaya, Tokyo. It provides an ethical rating system for approximately 6,000 fashion brands worldwide. Users can easily access ethical scores based on brand information publicly disclosed to consumers. With a focus on three key areas—Earth, Humanity, and Animals—Shift C aims to equip consumers with substantiated information, allowing them to consider sustainability as a crucial factor in their purchase decisions, tangibly alongside price and design. The official site offers extensive resources, ensuring transparency and accessibility for users to make more informed choices in their shopping.

Expansion of Dialogue Through 'Brand Letter'

Launched in early 2024, Shift C introduced the 'Brand Letter' feature, a direct communication platform that allows consumers to express their thoughts, support, and desires for improvements to the brands they love. This step is essential in fostering a relationship between brands and consumers through ethical perspectives. In this age where consumers demand transparency and responsibility, the 'Brand Letter' system enables a two-way communication channel, granting voice to customers who care about sustainability issues.

Significant Consumer Engagement

Since its launch at the end of 2023, Shift C has attracted about 200,000 visitors by May 2025, showcasing consumer interests in sustainability ratings of their favorite brands. During this period, over 450 messages were sent to 179 brands, reflecting a mounting interest in ethical considerations in their choices. Many messages expressed appreciation for design and pricing, while others urged for greater transparency regarding labor conditions in supply chains and reduction in clothing waste, signaling a shift in consumer expectations and demands.

Behind Consumer Preferences

The insights derived from the messages sent through the 'Brand Letter' reveal a multifaceted consumer desire. While expressing their loyalty, customers also expressed a keen interest in learning more about each brand's sustainable practices. Examples of feedback include:

• - “I’ve been a long-time user. Therefore, I hope to see visible actions reflecting environmental and human rights considerations.”
• - “I love the design! If I could see more sustainability information, I would feel more secure in my choice.”
• - “If there are existing initiatives, I’d appreciate more communication about them.”

These messages underline an emerging consumer trend where individuals are not only considerate of price or aesthetic appeal but are also increasingly curious about the makers behind the products, as well as their production processes.

The Importance of Dialogue in the Fashion Industry

Yoko Urata, the editor-in-chief at Shift C, remarks on the ongoing discourse surrounding the demand for sustainable products in Japan's fashion market. The over 450 voices raised through the platform underline a clear demand for transparent, sustainable fashion concerned with the planet, humanity, and animals. This initiative affirms a community of users committed to making responsible choices, providing a critical space for brands to communicate their sustainable practices and attract a wider audience aligned with these values. The collected comments and votes serve as a testament to this growing community.

Shift C's Comprehensive Solutions

Shift C offers several solutions:
1. Good Measures - An online guide tool that supports brands’ transparency and sustainable initiatives aligned with international standards, providing feedback based on their responses.
2. TADORi CHAiN Tsunagu - A digital product passport designed to display essential information about a product's materials and manufacturing processes, making compliance with international regulations easier.
3. Shift C Connect - A storytelling initiative where a specialized team helps brands convey their values and efforts effectively, fostering trust with consumers.
For those interested in our services, more detailed information can be found on our website.

About UPDATER Inc.

Established in October 2021, UPDATER is committed to supporting decarbonization through various services, such as 'Minna Denryoku' (everyone's electricity), which provides a blockchain-based traceability system for renewable energy. The company’s dedication to promoting well-being and biodiversity as a social update company is evident in its ongoing participation in the SDGs and achievement of numerous awards. The journey toward a more sustainable fashion market receives continuous support from UPDATER as it evolves and expands its services, committing to deliver better solutions in alignment with consumer expectations.