Ever wonder how that great jacket you bought from H&M for $19.99 or that new $3.99 beach radio you got from Target is so incredibly cheap?

You’re not alone.

What happens in the life line of a product from it’s inception to the time you take it home from the store has largely been kept a secret.

But that’s changing.

From fair treatment of workers, to carbon footprint, to distribution and transportation methods, consumers are demanding more information about how products are made and the companies that make them.

Love,Earth and Icebreaker are two of the latest businesses that have joined Patagonia and Timberland in revealing their product back stories.

Love, Earth (sold at Wal-Mart and Sam’s Club) allows customers to enter a product’s code online to see where it has travelled—from country of origin to store of purchase.

Sustainable Merino wool company Icebreaker, gives each product a “Baacode” that can be entered via their website to find info about the wool that was used and even the exact sheep it came from!

This is a smart marketing angle that will hopefully bring about the evolution of more socially conscience products and put pressure on existing companies to cough-up and hopefully get rid of their unethical practices.