React To The News

The sign of a good PR is being alert to what’s happening in the media. I have been working late today revising a client’s Press Release to resend to the nationals in reaction to a story in the news. It’s easier to get your business in the media if you can link it in with something that is topical.

Jo Salter is already pleased to have been in the Ipswich Star, Business Connected and is being interviewed on BBC Suffolk Radio next week. Anything extra will be a bonus for her.

Here is her revised Press Release.

 For immediate release

 Mother Who Has Launched A Moral Fashion Business Is Appalled At The News of a Label Found In A Garment.

 Jo Salter was not surprised when Rebecca Gallagher, 25, discovered the hand-stitched protest sewn in next to the washing instructions of a floral sundress she bought in South Wales.

The mother-of-two was fed up with fashion being linked to sweat shops, pesticides, chemicals and the way clothes are quickly discarded and after years of research and negotiating, has launched her own label ‘Where Does It Come From?’ 

PIC of clothes

She said: ‘We can only imagine how desperate this garment worker was to put the label into this dress. I hope it makes people think twice about wearing clothes when they don’t know where they have come from.

‘Our connections are in the open so that consumers can trace where they were manufactured and where the material for their clothes come from, including where the plants were grown.”

‘The cotton industry is rife with pesticides, forced labour etc. and most customers demand cheaper and cheaper clothes,’ said Jo of Ipswich. ‘Fast fashion, where garments are produced in about in 4 weeks, has contributed to the challenges faced by garment producers. We all know about the Rana Plaza factory collapse and the effects of chemicals and pesticides on people and the environment.

‘I’m hoping to inspire people to have more of a relationship with their clothes – just as when you grow a carrot in your garden it seems more tasty, I’m hoping that people will feel more for their clothes when they know how they were made and who made them.’

Each garment in the ‘Where Does It Come From?’ range comes with a code that can be entered onto the website to unlock information about the garment’s origins.

The first collection ‘Denim Dream’ uses hand produced denim from the Gujarat region of India and consists of a range of jeans, culottes, dresses and jackets for the 4-12 age range.

The clothes are ethically produced by artisans whose skills are passed from generation to generation – skills such as hand dying, weaving and block printing.

Jo added: ‘We believe that customers want to be sure that neither people nor planet suffer to bring them the products they buy. The garments are also very eco-friendly as the traditional methods use very little power or chemicals – even solar powered looms are used!

‘Where Does It Come From?’ is accredited to the Fairtrade Foundation and we are working towards having all products carrying the Fairtrade Mark.’

Future product ranges will be certified organic cotton and Jo, whose sons are two of the models wearing the clothes on her website, hopes to introduce an upscale service so that people can sell back items that their children have grown out of.


The Background to ‘Where Does It Come From?’

Jo Salter worked for a major corporate for years and became aware of the amount of cotton t-shirts and other items that were created for promotional events and then discarded.

She has always been interested in international development and at that time undertook several Open University courses to find out more about the subject, as well as raising lots of money for a range of charities, through events such as charity balls, barn dances etc.

Eventually, Jo chose to start out on my own as a business consultant to fair trade and ethical start-ups, as well as giving Corporate Social Responsibility support to larger businesses.

‘I did some truly fascinating bits of work!  The promotional wear issue was still in my head, however, and I started up a small business looking into providing ethical corporate wear, promotional wear and uniform,’ said Jo.

‘I then thought of offering more ‘generic’ ethical wear such as jeans, white polo shirts, socks – things that we all have to buy anyway so why can’t they be ethical? I also decided to go for total traceability.  This is pretty hard and most chains don’t have any visibility of where their garments came from before they were fabric.’

Jo spent around two years talking to people all over the world. The first relationship failed but then she found her current partners who are based in Gujarat, India. They work with local cotton and local co-operatives to produce cotton fabric.

For further details contact Jo Salter on 01473 289337 or email


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