DDB STOCKHOLM, Stockholm / UNIFORMS FOR THE DEDICATED / 2014
Swedish fashion brand Uniforms For The Dedicated wanted to establish themselves as a brand that stands for sustainability and social responsibility, and set the standard for the rest of the Swedish fashion world.
With this in mind, we wanted to find a way to convert every purchase into something that would do good in the world. We wanted to influence brands and consumers, and help them take a practical stand for sustainable fashion, recycling and social responsibility.
The Rag Bag is a simple shopping bag that fashion brands, stores and labels can hand out to their shoppers, with one difference – turned inside out it also serves as a vessel for recycling garments. Because when you buy something new, you can donate something old.
The Rag Bag is a simple solution to a complex problem. It’s a simple shopping bag that provides an easy way to go from talking to acting on the issues humanity needs to address to save our planet – sustainability, recycling and social responsibility.
The project was officially launched only a short time prior to this application, and is currently ongoing. But this initiative, together with Sweden’s most sustainable fashion brand Uniforms For The Dedicated, is already proving to be an achievement in that more and more brands are now looking to join the project. It is influencing brands and consumers to take a stand for sustainability, recycling and social responsibility. In the end, what if this was what every shopping bag looked like?