Upcycled Capsule for Urban Outfitters
In support of Earth Month 2023, I had the privilege of pitching and spearheading a cross-functional up-cycling initiative for Urban Outfitters. I designed a 100-SKU collection of one-of-a-kind bags using vinyl signage from past UO events that would otherwise have been discarded. I shepherded this project from vision to reality in just over 3 months and the collection sold out in under 72 hours.
Prototypes
The bags were produced by a Pennsylvania-based manufacturer, which was ideal because it afforded a lower impact process. During the production process, I visited the factory to meet the team and capture some behind-the-scenes content to give customers a glimpse into the people and process behind the product.
It was crucial to my design that we highlight the past life of the material. I wanted to celebrate the narrative behind the vinyl and showcase it to the customer. Each bag featured a hand-stamped tag with the city where the event took place along with an edition number. Opting for a stamped tag eliminated the need for additional materials, unnecessary waste, and added a touch of the human hand, highlighting the craftsmanship.
Each bag was also stuffed with a custom postcard that featured an image of the vinyl signage in use, and copy explaining how each bag was limited edition and one-of-a-kind, no two are alike.
The collection launched on Earth Day 2023 online and in select stores. All but one SKU sold out direct in 24 hours, and we fully sold out in 72 hours.
Circularity in Fashion Panel
After the success of the project, I was asked to speak on a panel about sustainability and circularity in fashion. I shared my experience conceptualizing and spearheading this project alongside others who were working to push similar projects and initiatives forward for their respective brands.