The Fashion Industry is one of the world's greatest polluters. It is estimated that it is responsible for 10% of global carbon emissions.

We were charged with creating a piece of communication that reflected the brand’s positioning “Future Before Fashion” and its commitment to helping the fashion industry create products with low or no impact on the environment. The target was the retailer’s global network, specifically the decision-makers within the biggest fashion brands.

The objective was to communicate to fashion retailers that we have the technology and the means to act now. To show them that sustainability can and should be mainstream and that a futuristic piece of clothing like CO2AT can exist in the present.

We used the budget of 70K € to create 200 CO2ATs and send them to key people within the biggest fashion retailers.

CO2AT is the first garment that absorbs carbon dioxide and releases oxygen, besides having other innovative features: anti-bacterial, anti-odor, anti-viral, water-resistant and repellent. 200 units were created and sent to key people (from Heads of Sustainability to Buyers) at major fashion retailers. Although they're a very specific target, their decisions have a real impact on what the brand sells to consumers and, ultimately, on the environment. By impacting them with this idea, we could potentially be impacting millions.

CO2AT was designed from scratch for this project. From the molds, to the cuts, the fabric and the assembly of all materials that traveled from such different places as Pakistan, Portugal and the UK, during full lockdown.

The pieces visual expression is minimalistic but impactful and it can be seen throughout CO2AT's physical and digital expression, from the prints to the features diagrams, from the motion design of its 3D render to its website.

We also created personalised bags for each of the 200 CO2ATs sent, simulating a garment from that respective brand's 2043 Fall/Winter collection could be like. The aim was to show fashion retailers that a future with truly green solutions is already possible.

CO2AT is an innovative project that propelled a positive brand perception shift for Azgard9, a brand that hails from Pakistan, a country that's not on the top of anyone's list when it comes to innovation.

The main point of creating CO2AT was never sales of the CO2AT itself, but to get fashion brands to consider its technology for their own future collections. We're happy to say that we're starting to achieve just that. We recently initiated an official partnership with Lacoste and we're in active partnership talks with ASOS, GAP, American Eagle and Karl Lagerfeld.

Although sales of the CO2AT itself not being the main objective, this idea acted as an icebreaker with several other brands, resulting in over 2 million dollars in business.

CO2AT was also featured at COP26 and was news in CNN, Forbes, Vogue and The Indian Times, Sourcing Journal (leading textile publication), to name a few.