Why Peacocks is in the firing line of the #PayUp Campaign

As COVID-19 rapidly spread across the world, resulting in country-wide lockdowns, fashion brands sought ways to minimise the losses inevitably coming their way. 

Their solution? Cancel orders with the garment factories making their clothes, including orders that had already been completed or were in the process of being completed. 

As a result, factory owners have been unable to cover the costs of production for cancelled orders, including workers' wages, and thousands of workers have now faced factory closures, unpaid wages, and mass layoffs (particularly union members).

Following the news of these cancellations, and the mobilisation of activists and trade unions in apparel-producing countries, global citizens took to social media, to demand brands #PayUp.  As a result several brands, including ASOS, Gap and more recently Primark, agreed to pay for cancelled orders.

There are numerous brands still reluctant to pay their workers, but it’s that Peacocks has become a prime target for campaigners, due to its treatment of suppliers, its contradictory messaging on philanthropy, and the brands’ shocking response to the public backlash.

Philanthropic cover-ups

As Peacocks created unimaginable chaos in the garment industry, and workers were left unpaid and unsure how to make ends meet, the brand took to social media to show their ardent support for everyone in lockdown, and in particular, NHS workers on the frontlines. They went all-out, celebrating their ‘Peacocks heroes’ , and offering NHS workers discounts and gift cards.

I don’t need to elaborate on the irony in Peacocks showing solidarity with NHS workers and their customers during the pandemic, while simultaneously refusing to support their own workers during this time, making them increasingly vulnerable to the virus.

If Peacocks truly cares about everyone staying safe during the pandemic, why have they left their own workers out to dry?

Collective action is imperative

It has now been six months since the campaign began. As more brands continue to U-turn in the face of public outcry, we will continue until all brands, including Peacocks, have committed to paying their workers.

It is the very least we can do to stand in solidarity with our brothers and sisters in the global South, who are paving the way to justice through consistent mobilising and organising on the ground, and subjected to the very worst consequences of capitalism and corporate greed, while.

Follow @No_Sweat and @OhSoEthical for updates on future actions against brands.