Purdey’s: Purdye

ACTIVATION TO MAKE PEOPLE THINK DIFFERENTLY ABOUT FOOD WASTE

What if we could use food waste to fight fast fashion? Sounds crazy but we combined these two huge problems to do just that. PurDye is a sustainable fabric dye made from real fruit waste. Our campaign launched during London Fashion Week, and influencers were challenged to upcycle second-hand clothes using PurDye to extend their life. Hundreds of dye sets were given away through social channels to encourage others to upcycle and think differently about their waste.

Role: Creative Director