Want Show is not only a laundry but also a social enterprise run by an octogenarian couple who went viral on Instagram after they modeled left-over garments at their laundry shop. They focus on second-hand fashion and senior caring issues and dedicates itself in finding new homes for unclaimed clothes from laundries across the country, and to promoting the value of circular fashion as well as raising public awareness on elderly-related issues.

As Taiwan quickly becomes an aging society, studies show that in Taiwan 1 in every 12 people between 60 and 70 years old has dementia, and the condition is gradually growing more common. Yet most Taiwanese know little about this condition, among all, the young people 18 to 39 have the lowest awareness of dementia because the disease feels distant to them.

Our goal is to help seniors with dementia to be noticed by the younger generation.

Noticing a common thread between dementia and unclaimed clothes: Forgetting,

we came up with an idea: Using forgotten clothes to support those who are forgetting.

A fashion brand: REmemory was debuted!

A completely new brand, redefines the concept of fashion, left-behind clothing, dementia, and senior care. We forged a powerful connection between dementia and a topic young people are highly interested in – fashion. Next, we invited various partners to join the campaign to maximize the impacts by leveraging all the partners’ talents and influence. For example, films director, actors and actresses, famous artist photographer, KOLs, online education institution, etc.

Last but least, we invited senior citizens living with dementia to be models, presenting a new look with second-hand clothes and demonstrating the value:  We might be forgetful, and these clothes might have been forgotten, but together we can sustain our value and shine!

The issue of second-hand clothes and retro-style fashion are hot topics among the youth. Want Show laundry has a connection with these two topics, which makes it a unique opportunity to expand the influence.

We made dementia a topic tied to fashion!

Noticed a common thread between dementia and left-behind clothes: Forgetting, we came up with an idea: Using forgotten clothes to support those who are forgetting.

We gathered forgotten clothes from dry cleaners all over Taiwan and recruited people living with dementia to model them, with the goal of sustaining the value of the clothing and making dementia synonymous with fashion. The strategy was twofold: (1) To deliver our message by overturning the negative image of “forgetting” and activating it with creativity: Age and disease are no longer a barrier to having fun with fashion. (2) To redefine the concept of fashion.

The brand started with an official Instagram account and an online store. Every single item represents a story of an older adult with dementia. Just by shopping online, anyone can gain an initial understanding of dementia. The“forgotten clothes” are delivered to customers, packaged in a “REmemory Box” along with stories of people with dementia. 13 KOLs were invited to unbox REmemory Boxes on social media, which made it go viral among young people and successfully spurred their followers to jump on the bandwagon.

Responding to the online requests, we set up offline stores in lit shopping districts. Lastly, we partner with the online learning platform Hahow, to offer an in-depth course for those who want to know more.

The press conferences usually sharing the latest data on dementia, with limited media participation and exposure. However, we successfully dazzled the media by fashion and shared stories about people with dementia.

＊Media Coverage Growth: 190%+

＊Engagement grew 69,627 times

＊93.3% positive comments on social media

＊Donation rate of Taiwan Alzheimer Disease Association grows 44.7%

REmemory was widely exposed by top media covering many different beats, including health, lifestyle, and fashion, and it received a special report in the prestigious cultural magazine Verse. REmemory was also the subject of over 30 positive news pieces, TV reports, and digital coverage across the strait!  Media coverage of the Taiwan Alzheimer's Disease Association has grown by over 190%. Meanwhile, the campaign has received 93.3% positive comments on social media with 69,627 Engagements, making the donation rate grows 44.7%, compared to 2021. The 12 celebrities we invited to join our campaign reached an estimated 1,869,000 fans on Instagram.

Moreover, The E-class on HaHow has received 100% of customer satisfaction and the attendee of customer was 3 times higher than other same type courses! The entire budget was US$17,910, with 91% allocated to creative planning and material production, 3% used for press events, and 6% for media advertising.

Want Show Laundry and the models living with dementia utilize the power of circular fashion to raise the awareness of senile dementia and regain the vitality and beauty of people living with dementia. REmemory makes a good deed to create a more positive influence by using forgotten clothes to support those who are forgetting.