CIRC
Powering the clean closet.
Research, Strategy, Branding, Media, Social, Digital, Community Management
Circ created a technology system that returns clothes to the raw materials from which they were made. Essentially: a path to erase our global fashion footprint. Armed with that know-how, however, they still needed to compel people to care about the cost of fashion on our planet — and change their behavior accordingly.
So we set to work creating a consumer-friendly brand that could not only prove out their innovative solutions but also influence behavior when it comes to buying, wearing, and making clothes. The result? An industry-defining brand, a super compelling way of talking about it, and a whole bunch of awesome fashion partnerships from brands like Zara and Mara Hoffman.
From:
To:
When Circ asked us to help design a first-of-its-kind launch with fashion icon Mara Hoffman, we knew this couldn’t be your average glam gown drop. To pay off the breakthrough innovation in Circ’s technology, and the unprecedented commitment to cleaning up fashion’s future by Mara Hoffman, we’d have to show (not tell) what the total solution looked like. The launch of this dress would set a new, more circular standard for the fashion industry to follow.
THE PRIMARY OBJECTIVE:
From cutting, to launch, to the day the gown is retired — it should all be designed to close the loop. Every piece. Every part. As circular as possible.
A special sewn-in tag was created out of scrap material from the dress cutting room floor, and it featured a special note from Hoffman about the game-changing gown.
Also featured on the tag was a Digital Care Label, powered by atma.io connected product cloud, which contained a QR code that led to a bespoke digital experience.
Individuals could scan to learn about the making of the dress, including its waste footprint and how to return the garment to the Mara’s retail store (after it had been well-loved), so that Circ could regenerate it again.
Each dress featured a handwritten tag from Mara herself, driving home the fact that this was an intentionally small and personalized, launch.
When Circ asked us to help design a first-of-its-kind launch with fashion icon Mara Hoffman, we knew this couldn’t be your average glam gown drop. To pay off the breakthrough innovation in Circ’s technology, and the unprecedented commitment to cleaning up fashion’s future by Mara Hoffman, we’d have to show (not tell) what the total solution looked like. The launch of this dress would set a new, more circular standard for the fashion industry to follow.
THE PRIMARY OBJECTIVE:
From cutting, to launch, to the day the gown is retired — it should all be designed to close the loop. Every piece. Every part. As circular as possible.
A special sewn-in tag was created out of scrap material from the dress cutting room floor, and it featured a special note from Hoffman about the game-changing gown.
Also featured on the tag was a Digital Care Label, powered by atma.io connected product cloud, which contained a QR code that led to a bespoke digital experience.
Individuals could scan to learn about the making of the dress, including its waste footprint and how to return the garment to the Mara’s retail store (after it had been well-loved), so that Circ could regenerate it again.
Each dress featured a handwritten tag from Mara herself, driving home the fact that this was an intentionally small and personalized, launch.
Finally, in conjunction with our PR partner, No.29, and Mara Hoffman, we designed and curated a sustainable pop-up event at her NY retail store that brought together a panel of experts leading the circular future of fashion, using the dress as a catalyst for conversation. The event itself featured minimal displays for maximum impact, with backdrops from scrap materials and handwritten hang tags affixed to the dresses, written by Mara herself — emphasizing the singularity of this launch.
Circ x Zara
Together with Zara, Circ launched a first-of-it’s-kind fashion collection featuring materials created from polycotton waste. We helped to position the line within Zara’s universe — consulting on everything from hangtags to claims copy — and worked closely with Circ to create a cohesive communication strategy for the line’s debut. This launch was a real-time collaboration, requiring that we and the Circ and Zara teams work in lockstep to bring it to life at Milan Design Week.
