Outland Denim: Meghan Markle effect saves women from human trafficking

The Markle effect is helping local fashion label Outland Denim save more women from human trafficking.

James Bartle, 37, is the founder of Outland Denim, an ethical fashion label that employs women rescued from human trafficking and sexual exploitation. Based at Mount Tamborine in the Gold Coast hinterland, the brand made headlines on October 17, 2018, when Meghan Markle, the Duchess of Sussex, stepped out in Outland jeans during her Australian tour with Prince Harry. The photographs prompted an avalanche of sales that changed the company’s fortunes, and those of its employees.

Outland Denim founder James Bartle. Picture: James Croucher

How did you find out Meghan Markle would be wearing Outland?

In the same way the world did, and at the same time — through Instagram. I was in Cambodia at the time visiting our production facility when I woke up to dozens of notifications on my phone.

It must have been an incredible feeling …

We are so honoured that the Duchess of Sussex chose to wear our Harriet jean. After her debut in Dubbo wearing our jean, we gained 8000 new Instagram followers in 24 hours, experienced a 3000 per cent increase in traffic to our Australian online store, and a 945 per cent growth across our global suite of websites. The Harriet jean in black sold out in 24 hours before a waiting list grew in anticipation of our next shipment in April 2019.

The Duchess of Sussex Meghan Markle wearing Outland Denim jeans in Dubbo. Picture: Toby Zerna

Any other positives?

For us, the Meghan Markle effect stretched well beyond sales. We have been able to welcome a further 46 new staff members into our production and wash facilities in Cambodia. The Duchess’s choice to wear Outland Denim was an invaluable introduction for our relatively young brand to a global audience, and the impact has the potential to influence the lives of vulnerable young women for generations to come.

How did Outland Denim come about?

I encountered a non-government organisation (NGO) doing work at a music festival, and later had the opportunity to travel with them to South-East Asia, where I saw first-hand how human traffickers preyed on vulnerable young girls. These girls were trafficked for sex and labour.

James Bartle at the Outland Denim facility in Cambodia.

How did that affect you?

Through this experience, we learnt that once a woman has been rescued and reintegrated into the community, a sustainable career path is vital for securing her future. Outland Denim was founded to offer that. Our development began eight years ago with a small group of aspiring seamstresses who had been recommended to us by an NGO. We formally introduced our denims to Australia in 2016.

What were you doing previously?

I have worked in trades and managed a steel business, which was started to fund the early years of Outland Denim. Trades gave me technical expertise that I’ve been able to apply to several stages of Outland’s development, including the recent establishment of our stand-alone wash-house facility in Cambodia.

Outland Denim committed to sourcing the most ethically and environmentally sound raw materials, from organic cotton pocket linings to recycled packaging.

What is your ultimate aim with the business?

Outland Denim was founded to answer the question: How do you eradicate the atrocity that is the $150 million human trafficking industry? I believe we have found a solution in providing people with the opportunity, training, sustainable, dignified employment and education that they need to free themselves and many others in vulnerable situations of modern slavery, exploitation and poverty. Furthermore, we know that modern slavery is the third-largest contributor to carbon emissions, and that with investment into the right technologies, the manufacturing of denim does not have to be to the detriment of the environment, as it traditionally has been in the past.

What’s next for Outland?

We look forward to opening our first Outland Denim wash house (in Cambodia), providing the opportunity to welcome more workers to the Outland Denim family while giving us greater control over our environmental footprint. We’ll be introducing new styles — including our first skirt, the Florence — statement white colourways, and the oversized Ava jacket, as well as the new Eddie jean for men and an increased offering in old favourites, such as the Harriet and the Ranger jean. We’ll also be launching our first leather-free range of garments.

James Bartle will speak at the Finding Fashion Seminar, Mar 2, Museum of Brisbane, city. Tickets available at museumofbrisbane.com.au