Love Your Clothes

How on earth do you get people to get more from their clothes?

With an estimated 350,000 tonnes of used clothing going to UK landfill annually, the Waste and Resources Action Programme (WRAP) needed a brand and behaviour change campaign to encourage people to buy sustainable clothing, and to give a new lease of life to their old garments – whether that was pairing them for a fresh look, doing a bit of simple repair, or turning them into something else entirely.

We captured what is a relatively complex set of behavioural requirements in a simple, action-oriented campaign name: Love Your Clothes. And we created the fresh and engaging brand, with its friendly, stitched-heart motif and a range of similarly themed iconography. We also developed the campaign’s flexible visual language and messaging to help communicate the simplicity, fun and financial and environmental benefits of getting more from our clothes – even those old cords at the back of the wardrobe.

With its tips-filled website, social media presence and partnership with fabric care brand Ariel, the Love Your Clothes campaign is helping to inspire and influence consumers to make small conscious changes that reduce the impact of their clothes on the environment, while influencing a more circular approach to clothing globally.