Backed by his belief that the current apparel sourcing model is broken, Gerhard Flatz, managing director at high end performance wear specialist KTC, is charting a new course for the company. He's trying to change the perception of what it means to be 'Made in China' by losing the factory tagline and instead building on the firm's ethical credentials, its skilled workmanship, and repositioning it as a key ingredient of a high quality garment.