Fashion is the second most damaging industry to the climate. The rise of consumer-capitalism and the simplicity of fast fashion and online shopping means young people now have an unhealthy relationship with buying new clothes. It’s simply too easy and disposable. However, this same demographic cares deeply about the condition of the climate as it represents their future.
SWOP is a clothes-swapping app where clothes are valued according to their durability and thus are seen and appreciated for their material worth and not their monetary value. Users can share stories about their clothes before passing them on to their next owner or find and share tips on how to up-cycle and repair tattered clothes. The goal is to reshape our relationship with the clothes we own. The concepts of swapping clothes, buying durable goods and repairing tattered garments are nothing new which is why SWOP operates under the mantra ‘moving forward by looking back’, which is where the retro-futuristic visual aesthetic comes from.
The project consists of an app where people can swap clothes and share stories. A motion-based campaign to promote the app situated on social media sites and in train stations. A microsite that breaks down the app’s key features and benefits. And finally, branding for SWOP’s real-life moments such as the SWOPOFF stations and recyclable packaging. I am interested in branding, print, motion and illustration. Dissertation title: The Ireland Simpsons Fans: Memes as a form of post-colonial resistance.