Tapping into the growing trend for ethical consumption, Swedish menswear retailer Uniforms for the Dedicated has collaborated with advertising agency DDB Sweden on a dual-purpose shopping bag that encourages clothes recycling.
In line with its brand mission to foster a more sustainable fashion industry, the retailer’s motto for its new Rag Bag campaign is ‘Donate something old every time you buy something new’. The bag can be flipped inside out and turned into an addressed parcel with pre-paid postage – a low-effort way for consumers to donate used clothes to charity each time they make a purchase.
Made from biodegradable plastic, the Rag Bag is white on the outside to indicate a new purchase, and black on the inside for a more practical transit option. “The particular product is not complex, but it solves a complex problem,” explained Stockholm-based DDB. “The challenge for us was to deliver the message of the two-sided, dual-function bag in a way that brands and consumers understood.”
Uniforms for the Dedicated is currently testing the project – a walking advertisement for ethical retailing – in its Stockholm stores. It has stated that it hopes other brands will follow its lead with similar, sustainability-focused initiatives.
For more on dual-purpose packaging, see our Double-Duty Packaging report and Sustainability, part of the Packaging Futures Industry Trend. For more retail initiatives addressing ethical consumer mindsets, see Eco-Ethical-Sustainable, Positive Provenance and Project Ocean, Selfridges.