The Project proposes to create a brand based on ideas discussed in the beginning of the year in our classes, about the changes on human behaviour, in contemporaneity. So, my group had the idea to create a sustainable brand, that would be directed for the Egonomics, that is a macro trend, in which people like to be exclusive and unique, they want to belong to a group, but they also need to stand out into this group of people. So our brand has sustainability and aesthetic as a focus.
The brand is called eGo making a reference to trend Egonomics and the transition that behaviour to a new thought trend, “Economics”, in which people are more aware about consumerism and a sustainable life. They are present in the logo, our two faces, one that values the aesthetic and the other that is concerned with sustainability.
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Our collection was developed with the principles of upcycling, it means returning the material that has not been used to the market, making new products, and zero waste, which means minimizing the waste in the production phase of the project. So, we used fabric flaps, and clothes that have not been used and were donated to us to create our collection.
Our products are characterized for the exaggerations, whether on the different types and mixing of fabrics, textures and colours or in the shape of the clothes, and all these are present in this collection.