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A multi-faceted movement for a revolutionary new fabric that iconizes creative individuality and challenges the wasteful practices of fast fashion
Fast fashion is a phenomenon that has taken the world by storm. It's trendy and changing dynamically but at the same time, it leaves behind huge amounts of waste. In a hypothetical world where a completely new fabric has been developed that is fashionable and needs washing only once every 6 months, Stitchcraft is a movement that brings to the people a new experience that reduces fabric waste, saves precious natural resources, and encourages creating trends.
Purposeful branding that promotes imagination
Stitchcraft is an inclusive movement for everyone to express themselves. The brand logo and colours reflect the vibrance of different personalities coming together, creating a sense of community. The typography reflects the spirit of unorthodox creativity. The imagery of ribbons, the textures of fibres, and the rough outlines represent the craft of stitching fabric.
Championing individuality
Stitchcraft encourages imagination- shining a spotlight on creativity and making that creativity come to life- in exchange for recycled old clothing, that would otherwise have been discarded. Creating room for new experiences inspired by oneself is complimented by the room by letting go of the old, all the while giving a sense of accomplishment.
The reward for letting go
Stitchcraft is a platform for people to flaunt their creative acumen. Making that acumen come to life is a costly challenge that can be mitigated by recycling. Using recycling centers, Stitchcraft rewards users with virtual currency that can be used for purchases from the platform, if one is reluctant to use real-world money.
Creating a buzz
Stitchcraft aims to create a buzz in the real world as well as the internet world. Centered around its creative potential, the campaign uses a combination of quirky outdoor messaging and celebrity interactions to get people involved.
Stitchcraft was a captivating study of elevating a product into people's minds by using insights and strategies to get people involved and bring about change
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