Industry College emblem apparel Type of business Manufacturer | Parent DEH Holding Number of employees 130 | |
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Founder Joe Bozich and Donnie Hodge Products T-shirts and sweatshirts Website www.altagraciaapparel.com | ||
Alta gracia apparel workers getting first paycheck
Alta Gracia Apparel is a living wage apparel company located in the Dominican Republic. It is owned by the leading maker of college-logo clothing, Knights Apparel, a privately held firm that is located in Spartanburg, South Carolina in the United States.
Contents
History
The Alta Gracia factory opened in 2010 and pays its employees a living wage, as established by the Workers Rights Consortium, for adequate food and shelter, which is about three and a half times the average income of apparel workers in the Dominican Republic. In terms of lifestyle, this can mean the difference between living in a shack and living in a multi-room home with indoor plumbing. The factory employs about 150 unionized people who in 2013 make about $3 per hour, or $500 per month. This compares to the average wage in Bangladesh of $40 to $64 per month, according to a May 2013 survey reported by Reuters.
Alta Gracia is located in a former apparel sweatshop, that made baseball caps for Reebok and Nike until 2007. Its owner, BJ+B moved its clothing manufacture operations to Vietnam and Bangladesh where there were lower employment costs.
Offering workers a fair wage came as the result of co-founders Donnie Hodge and Joe Bozich's response to student concerns regarding conditions under which collegiate apparel were produced. The Workers Rights Consortium along with student activist groups like the United Students Against Sweatshops, and James Wilkerson, Director of Trademark Licensing and Stores Operations at Duke University, were early leaders in the movement.
Overview
Alta Gracia makes sweatshirts and T-shirts with college logos which are mainly sold at about 400 college bookstores in the United States and at Barnes and Nobles bookstores. For instance, Alta Gracia's clothing is carried at the bookstores of Duke University, as well as Georgetown University the University of Notre Dame, University of Missouri, and Temple University. the University of Minnesota,
Fair labor market
Its challenge is to successfully market their apparel that, with the increased wages, is now at the price point of Nike and Adidas clothing. An industry analyst, Andrew Jassin, stated in the New York Times article, "Factory Defies Sweatshop Label, but Can It Thrive?" that “There are consumers who really care and will buy this apparel at a premium price, and then there are those who say they care, but then just want value." He noted that to be successful, the organization would need to skillfully market to buyers interested in "fair trade" practices.
T-shirts made by Alta Gracia are tagged with messages that include an endorsement by the Workers Rights Consortium, pictures of workers, and a message from the workers "Your purchase will change our lives."