D & AD
Brief set by: Do The Green Thing
Develop a response the not only raises awareness of the polluting effects of the fashion industry, but also drives change. Many retailers are already spreading messages about vintage/rewear/recycle, but how can your idea go further? How can you change a culture where fashion is so iconic, and aspirational, but still be ethical and sustainable?
How do I define sustainability?
Sustainable fashion focus' on protecting and maintaining the environment throughout the entire process from the creation of the clothes to the consumers hands.
The fashion industry broken down into 3 groups:
My goal is to standardize sustainability in the fashion industry.
Factors to consider.
As a consumer & as a brand
Organic (healthier for the environment),pure (easier for recycling),mixed (durbability), recycled
Number of samples created
Minimum wage, working hours, health and safety
HOW IT'S MADE
Creating a brand.
Creating a sub-brand
Create a sign system on clothing tags to indicate how "sustainable" a product is
Abstract leaf shape
Green is typically associated with nature and the environment (the more sustainable a product is, the more leaves/ the more green it becomes).
Sign system will be implemented on the brands tag instead of creating a brand new one just for Standardized Fashion. This will ensure they are minimizing waste.
MEASURING SUSTAINABILITY GRAPH
RECENTLY SCANNED ITEMS
After scanning the tag, a graph will measure its sustainability
Underneath the graph, there will be a brief explanation about how and what is being measured
Recently/past scanned items. User can click on items, which will take them back to the graph that measures its sustainability
Recently/past scanned items
Brief explanation abut who Standardized Fashion is, what their goals are, how the app works, etc
How do we raise awareness of the polluting effects of the fashion industry, while creating change?
To standardize sustainability in the fashion industry. Do The Green Thing will create a sub-brand, Standardized Fashion. SF will implement a sign system on clothing tags that will measure the level of sustainability of that particular garment. An app will also be created to allow users to scan the leaf/leaves if they want a more in-depth analysis about the product and the factors to consider before purchasing the item.
Having a sign system directly on the tag calls out brands who are in the 'worst zone'. Shoppers will realize how unsustainable/unethical the product or brand is, and hopefully boycott them. This will force brands to make change within their company to ensure they are keeping their consumers.