Focus: Systems thinking

In the world of fast-fashion and fleeting trends, the waste being amassed is incomprehensible.
There are many ways one could reuse old clothes, and there is a small market for wearing them as is - in this project I create a new, sustainable channel, partnering with a large brand to offset this waste. Cleek is a line of accessories that bring life back to old fabrics. The same customer base that already frequent Canadian retailer Winners, can buy into a stylish, ethical trend. This project explored material product mass manufacturing, product and brand management in a complex industry, and branding for the final product.