Every year, the fashion industry is responsible for 1.2 BN. tons in greenhouse (GHG) emissions, amounting to 8 to 10% of the carbon footprint worldwide.
Consumers today are rarely aware of the negative impact they cause on the planet every time they buy a new piece of clothing.  If they throw a piece of cloth away, their impact is twice as bad. As of today, even in India where there is a strong recycling business, the % of actual recycled clothes and fabrics still remain very low. India itself has 75% of its clothes going to landfills.

 

How might we shift the perception of our audience towards extending the life of clothes and building a positive image of durability?

How can clothes be reused and locally sourced? 

How can we change the fashion industry’s perception of circularity and local communities?

Kaboom arrived at a brand identity that naturally lends itself to the design system. The brand identity was Re.

 

Re. is not just a word. Re. is a system. Re. is all-encompassing. 

Re. gives rise to an opportunity to play on and become a predominant term within the sustainability movement. 

Re. allows us to explore a gamut of terms and use them across the campaign in a relevant and interesting manner while keeping it highly Re.cognisable. 

Re. allows us to be agile, yet explore a wide range of issues, as intended by the campaign.

 

Re. lends itself to the entire movement and beyond through its Re.use. 

Re. would be Re.petitive, intentionally and unintentionally, ensuring a high Re.call value amongst the audience.  Re is young and will Re.sonate with the Gen Z audience.

 

Re. used in the right context helps connect with anyone interested in the idea of Re.cycling, Re.using and Re.paring.