Japanese-German textile startup Aizome has teamed up with creative agency Serviceplan Innovation to launch of Wastecare, a premium skincare product made from wastewater sourced from Aizome’s textile dyeing factory.
According to the initiative, because Aizome only uses plants, water, and ultrasound instead of synthetic chemicals in their dyeing process, the wastewater, like the textiles, has natural health benefits, such as anti-inflammatory, pain relief, and skin rejuvenation. Wastecare is being sent out to key opinion leaders in the fashion and textile industries to spotlight the damage caused to the environment and health, while also providing an innovative solution.
The campaign cites statistics from the United Nations, chemical usage for dyeing is the second major cause of water pollution. There are over 1500 synthetic chemicals, from formaldehyde to heavy metals, being used for dyeing and finishing textile products. They also severely affect the health of workers and wearers. In 79% of contact dermatitis cases, the reaction is triggered by these chemicals.
Lynda Grose, Chair of Fashion Design, California College of Arts said: “There are a lot of sustainability claims, so it’s hard to keep track of what’s genuine.”
Misa Muto, Co-Founder, Aizome added: “At Aizome we believe that textiles should not just be harmless, but even healthy. That’s why our dyeing process is 100% natural from farm to fabric.”
Aizome’s innovative dyeing process makes it different from the rest of the industry. They teamed up with Serviceplan Innovation to put their claim to the test with a simple yet unconventional demonstration.
According to the campaign, Wastecare is the first skincare product that is actually industrial waste. Taken directly from their textile dyeing factory, the wastewater has been tested and certified according to strict eco-toxicological and cosmetic safety standards.
Alex Schill, Chief Creative Officer, Serviceplan Group said: “Wastecare is one of our simplest product innovations yet. All it took to develop was a shift in perspective and good design: Industrial waste — presented as high-end skincare. Demonstrating not only Aizome’s world-changing technology — but also the power of creative thinking.”
The campaign was launched to coincide with World Earth Day on April 22nd, with the first edition of Wastecare shipped out to key opinion leaders and potential collaborators in fashion, textile, and healthcare. The goal with the campaign is to reach designers, producers, and decision makers, and join forces to make the industry more sustainable.
Credits
Agency:
Serviceplan
Mediaplus Group
Design:
Workbyworks Studio
ASTRAL Kreativ
Ashwin Suresh
kimera
Production:
Druckerei Vogl
paul+paul
Aldesign
Demo DesignModellbau
Film & Photo:
Jasper Techel
off studios GmbH
SQUARE FILM
Fabio Ziplies
Jürgen Branz
Yash Soni
Effectiv Team SFX Spezial Effekte
MassiveVoices
Artistspool
