8 | International Union Rights | 23/4 FOCUS | CERTIFICATION AND LABELLING The US Union Label: the Allure of Consumer Solidarity, and a Minefield of Challenges The union label has a long history unique to the US labour movement, full of creative expressions of working-class solidarity from both rank-and-file shoppers and from unions looking for ways to marshal potential consumer energies. But the label has always been rife with pitfalls, into which unions have all too often plunged. Its birth is tainted: the union label was born in San Francisco in the 1870s, when racist cigar workers placed a literally white label on their cigars to indicate that their product was made by white, not Chinese workers--who they sought to push out of the industry (and the country) altogether. That ‘white’ label quickly morphed into the ‘union’ label, which spread rapidly as a tactic during the great creative uprising of US labour in the 1880s, sparked by both the Knights of Labor and the American Federation Labor. Boycotts, cooperatives, and union labels all proliferated, as complex webs of classconscious shopping opportunities wove together working-class communities. By 1908, when the AFL’s more conservative model of craft unionism had triumphed over the Knights’ more inclusive vision, 68 of its national-level affiliated unions boasted union labels. The union label thrived in economic sectors where working-class consumers bought products or services. It was especially effective in industries in which union men purchased low-priced goods in front of their union brothers, such as beer or the quintessential union-labelled product, the cigar, bought in bars. It didn’t work in steel, on the docks, or in other sectors that did not involve working-class consumers, so its usage was always structurally limited to a subset of the labour movement. Union label promotion also included the union shop card, which butchers, retail clerks, barbers, and others placed in storefront windows to indicate that the workers inside were unionised. Cards, in turn, shaded over into the union button, which workers such as musicians and those in the building trades wore to indicate that they had paid up their quarterly union dues. Union members were then exhorted to watch for those buttons, such as making sure that the conductor was displaying his or her union button before entering a streetcar. Almost all trades appended to their printed materials the ubiquitous, tiny logo of the International Typographers’ Union label, known as the ‘union bug’, which indicated that they had been produced in a unionised shop. As a tactic, the label always inherently contained institutionalised support for employers. In its very purpose, it advertised an employer to be good - in contrast to the boycott, which marked an employer as bad. The US labour movement most forcefully promoted the union label during the 1920s, when the AFL emphasised labour-management cooperation and reached a nadir of conservatism, exclusionary craft unionism, and lack of interest in organising the unorganised. In 1925 the AFL launched a national campaign promoting local branches of a new body called the Trade Union Promotional League, which had little success. Racism, moreover, continued to besmirch local label campaigns. The Hotel and Restaurant Employees’ summarised its union button on the cover of the national magazine, for example, with ‘Skilled Wellpaid Bartenders and Culinary Workers Wear Them. Chinks, Japs, and Incompetent Labor Don’t’. Nonetheless, the union label has always dangled a tantalising potential for mobilising working-class people’s purchasing power on behalf of fellowworkers ’ struggles. In practice, unions have had problems getting union members and their families to shop union. Even at the height of the label’s popularity in the early twentieth century union leaders complained that they were having a hard time getting members to look for the union label and card. It turned out everyone wanted other unionists to buy their own label, but didn’t seek out the labels of others; usually because union goods and services were more expensive, less convenient, or simply less preferable for a wide range of reasons. The label also ran aground on the shoals of jurisdiction: while the inclusive and militant Industrial Workers of the World (IWW) advocated a universal union...