Decrease the amount of textile waste and create a new system that implements more circular principles within the fashion industry by strengthening the emotional bond between consumers and their clothes (mainly t-shirts). Identi-tee provides a customization service where personalized graphics representative of a person’s life milestones/achievements are printed on t-shirts in order to foster that emotional bond. This could inadvertently reduce waste by increasing the usable lifespan of t-shirts, thereby reducing the amount of clothes purchased and discarded.
