At Want Show Cleaners in Taiwan, the third-generation owner has taken the clothes that people have forgotten to pick up over the years and made fashionable retro outfits for his grandparents out of them, growing a huge following on Instagram. Devotedly promoting the value of old clothes and concern for the elderly for many years, Want Show Cleaners hopes, with their own power, to be a positive influence on 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. In the future, everyone throughout society is likely to have some connection with dementia. Yet most young people have no understanding of the condition.?

Our goal was to make the young generation care about and understand dementia.

We created a completely new fashion brand, using forgotten clothes to support those who are forgetting. All the brand’s items are forgotten clothes from dry cleaners all over Taiwan. These misplaced outfits with a vibe from yesteryear have formed a retro style that’s fashionable today. People living with dementia serve as the brand’s models, and in so doing, they have gained their own voice. All profits from clothing sales are donated to the Taiwan Alzheimer Disease Association, truly using lost clothes to support those who are losing their memories.

To make dementia a fashionable lit topic!

The third-generation owner of local laundromat creates fashionable retro outfits for his grandparents by mixing and matching leftover laundries, which went viral on Instagram.

Inspired by the story, we found the common between dementia and left-behind laundries: Forget. Hence, we came up with idea: To use forgotten clothes to support who are forgetting. We gathered forgotten clothes from dry cleaners and people who are forgetting all over Taiwan to make a proper mix and match, aiming to sustain clothes’ value and make dementia a synonymous with fashion.

We twist the negative image of “Forget” and activate it with creativity to deliver the message: Age and disease is no longer a barrier for having fun with fashion. This campaign is all the rage throughout society, especially young people , as it’s a mode of meaningful fashion that the young people are totally into!

We gathered forgotten clothes from dry cleaners all over Taiwan. Then we invited people with dementia to be models. We produced a concept film, developed key visuals, and held a news conference, launching a new fashion brand: REmemory.

The brand started an official Instagram account and an online store. Every single item represents a story of an elderly person with dementia. Just by shopping online, anyone can gain an initial understanding of dementia. And in response to online requests, we set up an offline store in an area where young people hang out. Finally, we joined forces with the online learning platform Hahow, offering an in-depth course for those who want to know more.

REmemory was an Autumn/Winter limited-release public service fashion brand running from November to December, 2021. We used forgotten clothes to support those who are forgetting, so more people can care about and understand this issue.

The campaign was covered by many top-tier media outlets in Taiwan, and it received a special report in the prestigious cultural magazine Verse.

The power of fashion helped shatter people’s stereotypes of dementia and shorten the distance between young people and those elderly persons who live with it. And because many people sensed the brand’s goodwill in caring about senior citizen issues, it heightened the brand’s influence on society.

Media Coverage Growth: 190%+

Engagement grew 69,627 times

93.3% Favorability among Young People