top of page
GROW
GROW developed into an up-cycling clothing brand and lifestyle guide dedicated to rejecting fast fashion and mass consumption. With Sam Adams, I took ‘The Cowboy’, an embodiment of the Western masculine ideals and repurposed him as the figurehead of our sustainable life. We sought after ways to express our up-cycling message in texts and graphics as well as in action. All the pieces are made from pre-existing fabrics and textiles, they have been sewn together to form a new piece of clothing. The aim was to demonstrate to people that by up-cycling and creating unique clothing, they would be more in touch with their own identity. There would be a deeper connection with the clothes on your body and consequently affecting your actions in a positive way.
The Cowboy being the iconic character that he is, recycling his image to fit with the morals of GROW was a seamless fit. Within our process, we created a circular system of making and sharing. This was within each other but also the Cowboy Cohort that we sought after making. By researching the problems with the fast fashion industry, I was able to pinpoint the exact moments that felt the most important to combat. This included, greenwashing, not paying manufacturers enough, carbon footprint of clothing, overwashing microplastic into water cycles, mass clothing wastage, the list goes on. My dissertation was titled ‘The Future of Fashion’, where I discussed all these problems, and proposed GROW as a possible solution to change the mindset of the consumer in order to change the fast fashion model.
bottom of page