Context: Do the Green Thing is an environmental movement and registered charity that leverages creativity to combat climate change.

 

Brief: Develop a campaign highlighting the damaging impacts of the fast and ultra-fast fashion industry.

 

Idea: Rescue discarded but never-worn garments from illegal landfills and resell them under a new fake fashion brand.

 

Execution: Among the millions of metric tons of discarded clothing, some items still have their tags on. Mimicking the practices of many luxury brands, we decided to sell clothing that appears to be sourced from a landfill. Thus, we created the Green Swag Clothing Co., a fictitious clothing brand that resells rescued garments from illegal dumpsites. After a few weeks, we launched the brand and revealed the true origin of the items to raise awareness and promote ethical and sustainable practices.