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PRUT

Project Type

Free work

Date

NOV 2023

Work

Concept development, research, copywriting & creative direction

Now is the moment for change, for us, our future, and our planet! Actions speak louder than words; the era of activism has arrived.

For our second year Fashion & Branding project at the Amsterdam Fashion Institute, Mirte Botman and I were tasked with developing a brand book for a fictional sub-brand of MUD Jeans. They're known as pioneers in circularity with their production process and leasing system. This served as the perfect starting point for PRUT, but we aimed to take it several steps further.

PRUT is the counter to the mass consumption dominating the fashion industry. How did we do it? With the following principles:

🌎 Keep your hands clean: through circular collections in limited production.
✊🏽 Actions speak louder than words: transparency is our top priority, and we speak out on issues others shy away from.
🔎 Stay critical: of ourselves, the world around us, and holding each other accountable.

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