Outland Denim is a social enterprise creating premium denim products that help tackle the world’s human trafficking crisis. Every 30 seconds, someone is sold in the human traffic industry. Once in, it’s nearly impossible to escape.

Not only does the company make premium denim products, they also create sustainable jobs for survivors of sex trafficking

According to a United Nations report, the most common form of human trafficking (79%) is sexual exploitation. The victims of sexual exploitation are mostly women and girls.

The second most common form of human trafficking is forced labour (18%), although this number may actually be more, because forced labour is less detected and reported than trafficking for sexual exploitation.

Worldwide, almost 20% of all trafficking victims are children.

In Episode 3 of the Disruptors for Good podcast I spoke with James Bartle, founder of Outland Denim.

Outland Denim has created an approach of zero exploitation, to help prevent young girls being drafted into sex trade, or as slave labor into the garment industry.

This approach is done through a program that Outland created called The Denim Project. This program offers young girls with an interest in sewing to earn fair wages, and to learn and master the crafts of sewing and fashion.

Outland Denim began when James travelled to Asia and saw first hand how human traffickers prey on vulnerable young girls in order to service the sex industry.

After learning that once a girl has been rescued and rehabilitated, sustainable career path is vital for securing her future, James created the “Denim Project”, which would enable those girls who demonstrated an interest in sewing to put their new skills to use.

Listen to more Causeartist podcasts here.

Things Talked About

• Nudie
• Blue Dogs of India
• Global garment industry
• Empowering Women
• Human Trafficking
• Fashion industry pollution
• Fair wages
• Sustainable jobs

Interview Transcript

00:02

Grant: What’s going on, everybody? This is Grant from Causeartist. Today we are chatting with James Bartle, the founder and CEO of Outland Denim.

Outland Denim is a social enterprise that creates premium denim products to help tackle human trafficking.

Every 30 seconds, someone is sold into human trafficking, which is surpassing drugs and guns as the world’s fastest-growing criminal industry.

James and his wife started this denim company to hire women exploited by the human trafficking industry, training them in new skills, providing financial literacy, fair wages, and giving them an opportunity they otherwise wouldn’t have had.

It’s a deep conversation on building a brand that makes a long-term impact by changing lives daily. Enjoy the conversation!

01:25

Grant: Just the light bulb moment, how did everything come together for starting a denim company?

01:36

James: Honestly, it started when I watched the movie “Taken” with Liam Neeson. It was fictional but confronting to see humans being traded. A couple of years later, I went to Southeast Asia with a rescue agency and saw a little girl for sale.

Looking into her eyes and seeing the fear, knowing I couldn’t help her that night, changed my life. I knew I wanted to be part of solving this problem.

02:42

Grant: What was the trip for? To see human trafficking firsthand?

02:52

James: Yes, exactly. It was to see what human trafficking looked like on the ground. It’s one thing to see it in a movie, but another to see it in real life. The real problem isn’t just sex trafficking; it’s way deeper, including labor trafficking, often rooted in poverty.

Over the years, I became passionate about solving poverty because it often leads to these issues.

04:27

Grant: How did that experience change your life and lead you to starting a denim company?

05:05

James: Initially, I wanted to be a vigilante or a rescuer, but I realized those roles didn’t fit my passion. My wife and I researched the problem deeply and collaborated with NGOs to employ women.

We quickly saw that sustainable career paths were needed, and denim manufacturing provided that opportunity. Denim was a passion of mine, and although I was ignorant of the production process, it turned out to be a great choice. Training women to make denim, the hardest product in fashion, sets them up for success.

08:43

Grant: Did you or your wife have any business experience before starting this?

09:24

James: We had some experience. My wife is a journalist, which helped with research and fact-finding. I had experience running a business. We weren’t experts, but we had a “let’s go for it” attitude.

We were ignorant of the scale of the problem but learned quickly. Over five years, we adapted our business model to create a powerful structure based on opportunity, living wages, training, and education.

11:16

Grant: Can you explain the business model you developed over those five years?

12:05

James: We developed four major areas: opportunity, living wages, training, and education. We give opportunities to those who wouldn’t get them otherwise, pay living wages based on research into local living costs, and provide career progression.

Living wages mean that workers can afford housing, healthcare, education, and even going out for dinner. We established these wages through thorough research.

13:39

Grant: How did you determine fair wages in a different country?

13:50

James: We based it on a range of factors, including local living costs like accommodation, transport, savings, and healthcare. Our methodology is based on international standards and local research.

From there, our staff can progress through different pay scales, eventually earning more than double the living wage. Minimum wage in many garment-producing countries is far less than a living wage.

15:59

Grant: You mentioned there are 800,000 garment workers in Cambodia. Who do they traditionally work for?

16:11

James: They mostly work for large American and European brands. While I don’t believe in naming and shaming, many big brands are moving toward better standards. However, it’s not easy.

Brands might demand better standards from factories but aren’t willing to pay more, perpetuating the problem. Consumers need to be willing to pay more for better standards.

17:51

Grant: Education and discovery are crucial. Many people just don’t know the impact of their purchases. You’ve done extensive research and testing. How did that process work?

19:10

James: Absolutely. We spent five years developing our model, employing people and testing it before launching our brand. During that time, we developed four foundational pillars: opportunity, living wages, training, and education.

We provide opportunities for those who wouldn’t get them otherwise, pay living wages based on local research, and provide comprehensive training and education.

20:53

Grant: Your focus on product quality and sustainability is essential. How do you ensure your supply chain is ethical?

24:11

James: It’s challenging. We own our factory, which is the heart and soul of what we do. We ensure that every part of our supply chain aligns with our values. We work with suppliers committed to the same standards, auditing them thoroughly. It’s an expensive and time-consuming process, but necessary.

We also focus on environmental impact, using organic cotton and sustainable dyes.

28:49

Grant: The garment industry is a significant polluter. How do you address environmental issues in your supply chain?

29:56

James: You can’t separate environmental and social issues. Pollution from the garment industry has devastating social impacts. For example, polluted water systems can harm entire communities.

We address these issues by using organic cotton, sustainable dyes, and ensuring our processes are environmentally friendly. Our goal is zero exploitation, considering every decision’s social and environmental impact.

33:44

Grant: What has the local community’s response been to your efforts?

34:50

James: Incredibly supportive, from the government to local individuals. People are eager for jobs and opportunities. However, it’s important to treat employees with respect and not as charity cases. We provide the tools and framework for success, but they need to work hard and be diligent. This approach empowers them and creates lasting change.

36:27

Grant: Is everyone who works for you in Cambodia a woman?

36:32

James: Initially, yes, but we recently hired our first male workers, including those trafficked for labor. We work with organizations like International Justice Mission to identify and place these individuals, ensuring they don’t fall back into exploitation.

38:34

Grant: How do you connect with potential employees and train them?

38:34

James: NGOs often refer individuals to us, but it’s our job to train them. We take people with no skills and make them highly skilled seamstresses over two to three years. They learn every part of the denim-making process, which sets them up for success.

39:38

Grant: Did your wife cover human trafficking issues as a journalist?

39:49

James: No, she worked in glossy magazines but was tied to the fashion world. Her skills in research and fact-checking have been invaluable.

She’s very compassionate, and becoming a mother has deepened that compassion. Her role now is ensuring our communications are accurate and true.

41:46

Grant: Do you see bigger denim brands trying to be more socially responsible?

42:01

James: It’s hard to know what’s happening behind closed doors, but I do believe some brands genuinely want to change. Brands like Nudie Jeans have always focused on environmental sustainability.

However, if a brand only produces 1% of their collection sustainably, it’s not enough. Brands committed to sustainability throughout their entire supply chain are the ones driving real change.

44:16

Grant: How do you handle the possibility of being bought by a big brand?

45:31

James: It’s a thought that crosses my mind. It’s challenging because if we don’t succeed, the consequences are severe for the people we employ. We built this brand to solve social and environmental issues.

If selling can further that mission, we might consider it, but it has to benefit people and the environment. We need to weigh the impact on individuals and the larger picture.

47:30

Grant: How do you explain what you do at a social event?

47:57

James: It’s a minefield. I usually just say we have a denim company. If the conversation goes deeper, I explain our mission, but it’s challenging because people can feel judged.

It’s important to highlight that I’m also part of the problem and trying to solve it. I want to lead people to better options and make it easier for them to make ethical choices.

50:18

Grant: What has been successful in growing your business and converting sales?

51:15

James: Focusing on product quality is crucial. We use PR strategies to have others tell our story, giving it more credibility. Social media is vital for communicating with customers.

We try to communicate our passion for our product and its impact. Organic growth through word-of-mouth is powerful. Nurturing existing customers is as important as attracting new ones. Our transparency and alignment with customer values create loyalty.

Grant:

Thank you for sharing your journey, James. It’s inspiring to hear about the work Outland Denim is doing. Best of luck with your mission and business!