Upcycled Capsule for Urban Outfitters
In support of Earth Month 2023, I had the privilege of pitching and spearheading a cross-functional upcycling 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 afforded a short supply chain and low-impact process given its proximity to Urban Outfitters’ Home Office in Philadelphia.
During production, I visited the factory to meet the team and capture BTS content to support the launch. This content supported our storytelling on social channels, giving customers a glimpse into the people and process behind the product.
Highlighting the material's past life was crucial to my design. I wanted to celebrate the narrative behind the vinyl and showcase it to the customer. We needed a visual mechanism to communicate this, preferably one that didn’t require additional resources or create unnecessary waste.
Ultimately, we opted for a hand-stamped tag, adding another level of human touch. The stamp featured the city where the event took place, along with an edition number.
Further, each bag was stuffed with a custom postcard with an image of the vinyl signage at the event and a line of copy explaining how each bag is one-of-a-kind and no two are alike.
The collection launched online and in select doors on Earth Day 2023. All but one SKU sold out direct in 24 hours, and we fully sold out in 72 hours.
Circularity in Fashion Panel
After the project's success, 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.