When we think about pollution and unsustainable practices that contribute to global warming and the current climate crisis, we think of carbon-spewing into the atmosphere from automotive travel, factories, burning fossil fuels and plastic in our oceans. What we don’t think of is the fashion industry, despite it being the most environmentally damaging industry, only second to coal. It causes many environmental and ethical issues, but despite this, we continue to shop fast fashion in our everyday lives. My project aims to create a brand that promotes ethical and eco-conscious fashion consumption, changing people’s consumer habits.
The brand named Ifti (a play on the word ‘thrifty’) promotes clothing recycling and donation to ensure clothing does not end up in landfill, through free donation bags and donation boxes located in fast fashion shops.
The brand sells vintage, ethical, sustainable and re-loved (upcycled) clothing, as well as offering a rental service and online kilo shopping (a cheaper way to shop vintage). Consumers can shop on the app or website where the design in clean, fun and caters to the target audience - teen/ young adult women (large consumers of fast fashion). Blog posts, graphics on social media and posters promote sustainable shopping and raise fast fashion awareness!
