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What do your clothes say? “Sustainability is my business”

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What do your clothes say? “Sustainability is my business”

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Picture of a shirt: Can you tell we started using LED lights in our offices? Can you tell we started using vegetable ink on our tags?  

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Picture of a shirt: Can you tell we started using LED lights in our offices? Can you tell we started using vegetable ink on our tags?  

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Same clothes, made from a re-newed process.

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Re-duce single-use plastics by selling re-usable bags. 

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Re-duce single-use plastics by selling re-usable bags. 

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Tagline: RW Re-sponsible. We're making it our business.

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Re-invent
Re-store
Re-duce
Re-use
Re-purpose
Re-new
Re-novate
Re-fashion
Re-design
Re-construct
Re-establish
Re-vamp
Re-work
Re-sponsible
Re-tool
Re-jig
Re-think

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Atoning fashions sins.

We’re making it our business.

The cost of sustainability is a price we’re willing to pay.

Sustainability comes at a price. We’re willing to pay.

We think this cost is worth the price.

This cost is worth the price.

A sustainable price tag is worth every penny

Sustainability’s price tag is worth every penny.

Sustainability comes at a cost. We’re paying.

We’re paying it forward.

We’re paying the premium to get sustainable.

The earth is worth.

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No Complimentary shopping bags.
To reduce single-use plastics.

Used in-store furniture.
To limit our waste.

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The cost of sustainability is a price we’re willing to pay.

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The cost of sustainability is a price we’re willing to pay.

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We're in the business of being better, and looking better.

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We're in the business of being better, and looking better.

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Have a plastic bag drive every month to contribute to our sustainable bag initiative 

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Have a plastic bag drive every month to contribute to our sustainable bag initiative 

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"Donate a bag, get a bag"

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Making sustainable bags out of consumer's collection of plastic bags 

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Making sustainable bags out of consumer's collection of plastic bags 

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"The Spanish brand Lefik has been producing waterproof wash bags since 2012 using recycled PET bottles."

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Sustainability should be second-nature. 

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Sustainability should be second-nature. 

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Recycling the fashion industry/Recycling the status quo

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Recycling the fashion industry/Recycling the status quo

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Self-improvement/self-love
The industry still has many flaws, but RW&Co is stepping back and working on themselves

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Digital campaign based on the concept of shopping haul videos.
The fashion industry is one of the major polluters of the world. The industry itself is in need of an overhaul.
Get our shoppers to shop eco-friendly while also pressuring other brands to follow RW&Cos lead towards eco-friendly practices.

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Visual – fashion illustrations with natural items

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Visual – fashion illustrations with natural items

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• Create online contest?

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One stitch at a time – additional  thoughts

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One stitch at a time – additional  thoughts

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·      What is the tactic?

·      Outline steps RW has already taken.

·      Show impact of small changes (on corporate and individual level)

·      How to engage online? (avatar fashion in the Meta verse?)

·      Visual – Model wearing clothes – pullouts from seems highlight sustainable initiatives that went into the piece (highlighting initiatives instead of clothing features)

·      Visual – environmental imagery stitched onto fabric

·      Backside of a stitch (extra thread forming imagery or message – maybe profile view to see both sides?)

Becoming a sustainability leader one stitch at a time.

Building a sustainable world one stitch at a time.

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RW&Co redefining sustainable retail

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Fashion sketches

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 67% asked why they should have to pay more when it is the companies that have created the problems

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 67% asked why they should have to pay more when it is the companies that have created the problems

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Redesigning the fashion industry.

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Help us fix the fashion industry.

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Why can't the default options be the sustainable one?

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Why can't the default options be the sustainable one?

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We as a society generally prefer to keep things the way they are – especially if change requires effort and doesn’t create immediate reward.

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We as a society generally prefer to keep things the way they are – especially if change requires effort and doesn’t create immediate reward.

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Our tactics need to be simple and offer the consumer a immediate solution/reward.

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The biggest driver for their audience is how their clothes look, not just how they are made. 

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The biggest driver for their audience is how their clothes look, not just how they are made. 

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How can we interweave honest and tangible messaging about products, packaging and overall sustainability performance while maintaining style creds – the category driver – with a simple, colloquial, and possibly playful voice. Being authentic to RW&Co

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Being 100% sustainable is a stretch but we can make it fit.

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Being 100% sustainable is a stretch but we can make it fit.

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"Being socially conscious isn’t counterculture, it’s cultural currency."

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"Being socially conscious isn’t counterculture, it’s cultural currency."

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The cost as in the impact on the environment.
• carbon footprint calculator

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We can’t dress up fashion’s ugly past, but we can mend it.

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Variable line:
Responsibility is always in style.

Environmentalism is always in style.
...

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Short to the point/Simple
How can you make your retail shopping trip more sustainable? The small changes that can make an impact.
Eco-friendly delivery options?
Only taking a emailed copy of your reciept?
What RW&Co is doing and how you can help.

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This time it's about creating the cycle.

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This time it's about creating the cycle.

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Play on breaking the cycle because in this case we want to create a loop of reusing and actively changing unsustainable shopping habits.

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Getting the Fashion Industry on Earth's good side. 

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Getting the Fashion Industry on Earth's good side. 

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- Trying to win the earth back

- Fashion is a "changing industry" (playing off the classic "I've changed" mentality when winning someone back.

- Try to encourage other brands to join the initiative

- "We won't let the earth go silent (playing off silent treatment when someone is mad at you)

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If we do it today, more will do it tomorrow.

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If we do it today, more will do it tomorrow.

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- Positioning RW&Co as a industry leader in systematic environmental change

- E.g. "If we prioritize train and boat travel today, The Gap might stop using air travel tomorrow"

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- responsible retail therapy
- Retail therapy is a known way to relieve emotional distress going on in aspects of people's lives/ triggered by emotions rather than need
- Seen as a coping mechanism that many are shameful and guilty about

- Therefore flipping the perspective of the phenomenon of retail therapy to express how it could be used for good to "repair" the earth, not something to feel guilty about anymore.

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For an industry devoted to making people look good, Fashion can be pretty ugly. It's time we change that.

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We make you look good. Let us make retail look good.

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We make you look good. Let us make retail look good.

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Tackling the negative aspects of the fashion industry on the environment.

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Keeping you and the planet looking good.

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Keeping you and the planet looking good.

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or "looking and feeling"

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Exchange between planet and fashion – been lopsided in the past. Something about a balanced, reciprocal relationship.

Too long fashion has taken more than it has given.

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Print ads on different materials (e.g. plastic bags, using vegetable ink, etc.) 

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Print ads on different materials (e.g. plastic bags, using vegetable ink, etc.) 

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Sustainable bag exchange mall kiosk
- at the entrances of malls where consumers can find free reusable bags (shoppers always bring reusable bags to the supermarket why not in the retail space?) - they can also exchange a plastic bag they might have already received from another store for a reusable and we take care of the plastic

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Something about patches... I'll think about it 

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Something about patches... I'll think about it 

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Spending your money on clothes has never been this responsible. 

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Spending your money on clothes has never been this responsible. 

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Who knew your retail therapy could actually do some good? 

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Who knew your retail therapy could actually do some good? 

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Retail therapy more like environmental therapy! 

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Retail therapy more like environmental therapy! 

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Who knew splurging on a bag could be so responsible?

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Who knew splurging on a bag could be so responsible?

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Fashion won’t change the world, but it will help. 

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Fashion won’t change the world, but it will help. 

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- Communicating harmful practices of the fashion industry and how RW & Co is stopping that, but also expressing how their actions aren't the end all be all, just a good example for their industry.

Examples:

Buying this sweater that got shipped from a boat rather than a plane won’t change the world. But it won’t hurt it anymore.

Buying this reusable bag won't stop the use of single-use plastics. But it won't contribute to it anymore.

Buying this hat that donates proceeds to Nature Canada won’t save our forests. But it won’t pollute it anymore.

Buying these pants that donated test fabrics during production won’t stop pollution. But it won’t add to it anymore.

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Changing the future of fashion, so the earth has one. 

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Changing the future of fashion, so the earth has one. 

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- Playing on less appealing parts of retail to show the benefit of environmental impact.

Examples:

Slower Shipping.

To reduce gas emissions.

Pricer clothes.

To invest in Nature.

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You don’t have to say you did something good, to feel good. (The earth will know)

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You don’t have to say you did something good, to feel good. (The earth will know)

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- Playing off the band wagon of performative activism

- Show clothing items with RW&Co initiatives on it:
Shirt says: “I donated to Nature Canada”

Reusable bag says: “I don’t use single-use plastics”

- Contrasted with a person in just a nice RW&Co outfit to illustrate just wearing their clothes do good (a win-win situation)

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Or 'We've changed today to fix tomorrow'

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Putting on a blazer doesn’t make you a professional. But it’s a step in the right direction.

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Putting on a blazer doesn’t make you a professional. But it’s a step in the right direction.

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Switching to use vegetable-based ink in our stores doesn’t make the fashion industry eco-friendly. But it’s a step in the right direction.