Catalog designing and content writing project for a hypothetical brand 'Urban Paces'. The inspiration for this project came when I saw a documentary called 'The True Cost' which is an eyeopener for the people who turn a blind eye to the issues global fast fashion. Everyone loves new trendy clothes, but no one knows from where they come and to where they go. Although, the documentary is originally about the exploitation of human resource to keep up with the pace of global fashion trends, it intrigued me to know about other issues whose root cause is our endless hunger for trendy clothing and turns out waste generation is one of them.

I wanted to create a brand which has a set of values that are pro environment. Urban Paces is a brand that believes in sustainable fashion. All the products are made from organic or recyclable materials. Some of them like Ingeo (made from corn fibres), Hemp, Soy Silk are fabrics made from natural fibres ,which are bio-degradable, recyclable and organic. The clothes are styled versions of evergreen classics which will stay longer in one's wardrobe.