RE:LOOP
Challenge
While ECOALF has spent years transforming waste into clothing, its message mainly reaches consumers who are already engaged with sustainability. The challenge was to connect with new audiences and make environmental impact more visible, relevant and emotionally engaging.
Solution
I developed RE:LOOP, a festival-focused sub-brand that transforms waste generated during music festivals into exclusive apparel collections.
Through a traceability system linked to the festival's cashless wristband, attendees can track their contribution and later access garments created from the recovered materials.
RE:LOOP is a platform that transforms festival waste into garments, and festival-goers into active participants in the process.
It is more than recycling.
It is traceability.
It's a sense of ownership.
It's visible impact.
By connecting people to the transformation process, RE:LOOP turns spectators into contributors.
Why RE:LOOP is a sub-brand? Because festival-goers are not (yet) ECOALF’s core audience.
Reaching them requires a different language, attitude and visual identity.
PRODUCT LABEL
Each garment includes information about its origin:
• Source festival
• Amount of recycled waste and collective impact generated
• Reinforces the product’s traceability and perceived value
