Problem:
The 16-24 year old age group is the least likely to take action in response to climate change.
- Censuswide Survey, 2020
Insight:
The target audience is already overwhelmed by their daily lives. Never mind the scale and impact of climate change.
They needed a simple solution with a big impact.
Take a break from the Fashion Industry. Have an Off Season.
Idea:
During the months of January & February don’t buy clothes. Sounds easy right?
Well, the impact is huge. The fashion industry is the second biggest contributor to CO2 emissions with over 800 billion pieces of clothing purchased annually - that’s enough to fill up Sydney Harbour.
For fashion brands, OffSeason is a time for introspection.
To start the movement we would partner with Netflix to launch a documentary about the fast fashion industry and the impact it has on our planet.
In recent years, we have witnessed documentaries changing people’s behaviors; for instance, 'The Game Changers' and 'Blackfish' are notable examples. We aspire to generate a similar response.
During the OffSeason months, we would engage our audience by capitalizing on current trends on TikTok.
'Outfit of the Day' would transform into 'Outfits throughout the Week,' showcasing how the same five pieces of clothing can be used to create different outfits throughout the week.
A website would be established, allowing individuals and brands to pledge their support for the OffSeason initiative.
For brands, OffSeason offers a period of introspection, providing both an opportunity for profitability and a chance to contribute positively to the planet.
Here are a few ideas for how brands can participate in and contribute to OffSeason:
ASOS could only show sustainable brands.
LEVI’S could use thier shops for jean repairs only.
Monzo has the opportunity to slow down the shopping experience by implementing a payment confirmation feature for users when they make clothing purchases. This extra step will make users stop and think.
Predicted results after two years…
540 million tons
of CO2 doesn’t enter our atmosphere
102 billion
items saved from landfill
76 Billion litres
of water is saved
This was a theoretical brief for the Fuel Change challenge I signed up for.
OffSeason was the winning idea my team came up with. We were then asked to present OffSeason at The New York Times Climate Hub at SWG3 during COP26 - UN Climate Change Conference.
It was some experience.
