Naturally dyed - tannin

Wide colour range

Rigid finish

‘Transparency, commitment and trustworthiness are the key elements of Orta’s philosophy.’

2. Brand Visuals

 

3. Idk what to call this so let's call it the nitty gritty - Buying + Promo 

Inside of jeans ‘contract’

Play on irony- how much is hidden about toxicity **

How all brands steal from each-other- watermark makes it okay?

Paparazzi- hidden identity, big sunglasses, did paps find them did they call pap, **

Vintage paparazzi- styling point, link to hiding of toxic indigo dye

Undercover- obvious vs discrete duality of it. Hazmat suit styling- masks

Ironic very evil corporate suit- hazmat

Blue staining, gloves? nails?

CCTV shoot idea

Esoteric wants to use ORTA”S 9686A-48 denim as we believe it fits in with our USP the best. It will allow us to use our natural ethical dyes to create a really unique product

Associate branding with the dyes, purple and blue (chrissie’s thoughts: blue lowkey doesn’t work anymore because we aren't using indigo dyes, that’s what we’re protesting, by using natural dyes results in new, exciting colours, our garments won't be denim blue)

Rethink logo? Simpler like levis? Or maybe two versions of logo? (our main logo and then maybe an outline version of the hands) Something linked to sustainability or denim features. (potensh idea - looking at the washing symbols on labels, )

Brand lifestyle

FUN - jazz up mission statement , making sustainability approachable and attractive for consumers who are sick of greenwashing and/ or being shamed for not being sustainable already. TOO PREACHY 

Two competitor matix? One for style and price, one for sustainability/ transparency -done (in drive)

UN goals- update responsable production for how we will actually do a responsable run 

More dye samples- consider everything , making design a bit more palatable for consumers (be wary of over complicating/ trying to do everything. Strip it down to only the best - USP)? Research the tailor with hot pink guy 

Specific research and data into the current dying process - why EXACTLY is it harmful? 

Edit mission statement 

Campaign timeline - timeline, potential platforms, moodbaords  

Plan launch event 

Make new presentation

Everyone can do:

Research all mills and pick our top ones that align with our values 

More specific detail into why current indigo dyes are bad, specific facts data and companies 

At Esoteric, our purpose is providing you with innovative denim, helping you challenge today’s denim industry. Through natural dyeing techniques, we aim to produce the highest quality denim - both morally and environmentally. 

Changing the production standards of an entire industry isn't easy, which is why we believe in clothes that last. By ensuring our clothes stand the test of time, so will our message. 

This goal will mainly focus on the use of more sustainable and ethical dying. 

Esoteric will be using dye made out of food waste from high end grocers Bayley & Sage 

Post consumer we will take back the product and donate 20% of the RRP to charities focusing on cleaning the oceans.

12. Ensure sustainable consumption and production patterns

This goal will become a reality through two main ways, our dying and a small production range.

We will have a inclusive size range, but each size will not be created equally with each run, we will see which sizes sell the most, so not to just save face. 

Integrity

Honesty

Transparency 

Luxury 

Handcrafted 

Independent 

Longevity 

Antiestalishment 

Disruptive 

Quality 

Versatility- reusability - circularity 

SIZE INCLUSIVITY

We want to have an image based logo as well as our name to create a visual stimulus that customers will find synonymous with our product.

We did a quick reference shoot, taking photos of hands covering a face. We explored different angles and poses to ensure we are able to experiment with a variety of logo options

Avocado dye result sin every piece being unique.
Unisex, organic cotton-reduced water wastage 

They also do denim products like hats, using dead-stock and organic cotton

Food waste dye is something we should explore as a toxic dye alternative. 

SEASONAL VEG- SEASONAL GARMENTS ?

There is no factual reports to be found online that would prove that McQueen is in any ways a sustainable brand.

This creates a good gap in market for us, a high end brand with fabulous garments, but with good ethics.

They highlight traceable supply chain and environmentally conscious process but do not tell the consumer how they are environmentally conscious… 

Good that a high end brand is making steps towards a better ethics, but is it just greenwashing?  

Triarchy begins with its materials, sourcing only organic cotton or their newest material from Candiani the first plastic free bio-stretch denim.

Using one of our mills they could be a key competitor!!

The Triarchy team found that they had to find ways of relaying the facts to their consumers in an easy to understand way and that is where Green story and Retraced come in. Both platforms make it possible for Triarchy to share tangible and immediate impact statistics with their consumers.

We are telling a story of the journey of the denim production - giving names of everyone involved and every step of the creation in a small label in the garment! 

The market value for denim was 21.8 billion U.S. dollars in 2020 and was expected to increase to over 26 billion U.S. dollars by 2026, P Smith, 12/1/22, statista https://www.statista.com/topics/5959/denim-market-worldwide/ 

USD 21480 million in 2022  denim-market-size-in-2022-swot-pestal-analysis-industry-statistics-touch-new-level-with-technological-advancements-in-report-till-2028-no-of-pages-126-2022-10-05 

Market-wide, 39% of denim assortments have had a sustainable transformation, up from 16% in 2019. (edited)

The size-inclusive market is an area where sustainability in denim is lagging. Only 9% of plus-size jeans currently available use alternatives to conventional cotton and 3% of styles are described as "recycled.” Retailers need to innovate with plant-based dyes and resource-saving alternatives 

ULTIMATELY - we need to take size inclusivity to a point where it can be transparently sustainable. 

As WGSN points out in a recent Insider report on key spring ’22 denim trends, consumers are looking for versatility and enduring style, making classic denim an essential wardrobe piece.