When this client came to us, he already had a strong story: The fashion industry is the second most polluting industry in the world and he wanted to do something to change that. His plan was to be radically different and produce the world’s most sustainable jeans, made from 50% recycled denim. Production would be done in Europe and the jeans would be recyclable.
That approach captured our interest and compelled us to investigate the whole production process to find out how we could create a brand that was indeed radically different. The way to stand out in the fashion industry was to be transparent.
The visual identity is bold and works very well with the strong short copy developed for the brand.
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