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01/2022
/Clothes Are Alive/

*Branding *Publication *Installation

RGB Digital Printing
150g,200g speciality coated paper
Every garment has a soul of its own.
This project aims to create a long-lasting reusable, valuable, process and ritualistic SLOW MOVING CONSUMER GOOD(SMCG)brand, with a detailed and complicated buying process that leaves a lasting impression, and delivers a concept about “CLOTHES are ALIVE” that provokes reflection of rational consumption.



























2022/01

In the digital era, many impulse purchases were only made for the sake of a whim or a great discount at moment. More and more people buy things they don't really need and quickly start to regret or waste them. FMCG brands are a major culprit in this vicious circle of consumption.

The project attempts to break the cycle of FMCG brands by creating a "slow-consumption brand" that promotes consumer awareness and responsibility for objects.
During the purchase process, the consumer is required to read and sign a 'care agreement' for the clothes, just like adopting a pet.









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The special part is that when the clothes are disposed of, they are sent off in a special funeral bag that comes with the purchase. This process reinforces the impression that "clothes are alive". This process reinforces the impression that "clothes have a soul".



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