Knickys fightback campaign
The textile industry is dumping mass scraps of fabrics and other materials into the oceans which is feeding the fish ultimately killing them — in the designs I attempted to recreate the idea of scraped materials playing an impact on a fishes life. The rips and tears in the graphics to help imply the damage being done but also play as waves in the sea.
Knickey was interesting to me because they weren’t taking clothes to make more clothes, they were taking them to turn into everyday house things; But also because they were accepting the rejects of most recycling programs. They use underwear/undergarments for foam for furniture or mattresses, insulation, and parts of carpeting. As of 2015, less than 1% of used clothing was recycled in this way. Modern clothing has a avg lifespan of between 2-10 years – with underwear and t-shirts lasting just one to two years, our fashion addiction has taken a massive toll on the environment.
Moodboard—
For this campaign mark I incorporated decay, pollution, and the existing Knickys logo
& campaign
For my concept behind this deliverable I wanted to give the viewer a sense of scale while visually showing the viewer how large this issue is.
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