The project is born to address the challenges of the fashion industry, focusing on sustainability. A careful analysis of the market and the context has highlighted the inadequacy and unsustainability of the textile and fashion production system. Through field interviews, a preliminary research was conducted to assess the level of environmental awareness and consumption habits of different individuals.
The goal is to promote textile recycling by developing a business model that transforms customers’ used garments into new branded clothing, thanks to a network of local tailors. Targeted events have been organized to inform and create a community interested in sustainable practices. To ensure a significant impact, an identity has been developed to communicate the transformative message that the brand carries.
Finally, an application streamlines the purchase of products and provides access to all the brand’s services, including garment repair and updates. The project is documented in an editorial, documenting the journey undertaken.
