SOCIALLY RESPONSIBLE CREW SHIRTS PROUD TO WEAR
Goal: Make your fashion & merchandise more sustainable. Action: A crew shirt you’ll be proud to wear: socially and ecologically responsible with the added value of knowing exactly who made the shirt. Continuous reuse: crew members swap their dirty shirt so it gets washed and used the next day. A system on the crew wristbands tracks the ‘consumption’ of the shirts. Circular design: worn-off shirts are upcycled by Urban Fibres as resource for new, high quality jeans jackets. Partnership with Urban Fibres and the ngo GVK Society. Project duration: 2019 - 2025 Desired outcome: Increase awareness and a catalyst for the rethinking of sustainable value creation by use or reuse of better materials. Status in 2020: The Fashion team conducted a 360° scan, created their own goals to help achieve the companies’ sustainability targets for 2025. This circular crew shirt, of which 30.000 items were produced, was a pilot and first step into making the fashion collection more sustainable.