Cotton

Recycling made

fashionable

Cotton

Recycling made fashionable

A sustainability program of Cotton Incorporated that recycles worn-out denim into insulation, Blue Jeans Go Green™ came to Mode looking for a brand as inspirational and unique as its story.

Fashion & Accessories

digital
environments
campaign
content

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Wardrobe change

Cotton Incorporated engaged Mode to help rebrand Blue Jeans Go Green, a sustainability program that recycles used denim and transforms it into denim insulation. The brand didn’t accurately reflect the humanity that the program hopes to evoke, especially in an organization where fashion is a cornerstone and partners include retailers like Madewell, JCrew, and Neiman Marcus. They needed a brand that not only felt at home next to these retailers but also got customers excited about recycling denim.

Making a statement

By fusing the two very different worlds of corporate sustainability and fashion, we hoped to develop a look and message that would inspire people to get involved, stand out among other recycling programs, and feel connected to fashion-minded partners. The brand also needed the flexibility to hold up in audience-specific extensions, such as their annual college campaign.

Services

Brand Development
Integrated Campaigns
Digital Experiences
Social Media
Photo & Video Production

Fashion & Accessories

digital
environments
campaign
content

Fashion Rebuilt

Our concept was inspired by editorial fashion and utilized materials at the core of the program: a deconstructed home including insulation-filled wall frames and unfinished wood furniture.

Fashion Rebuilt

Our concept was inspired by editorial fashion and utilized materials at the core of the program: a deconstructed home including insulation-filled wall frames and unfinished wood furniture.

Life After Love

The denim-focused wardrobe established cotton as a fashionable, sustainable fiber–nodding to the idea that we can live in clothes we love and make them useful when we’re done with them.

Life After Love

The denim-focused wardrobe established cotton as a fashionable, sustainable fiber–nodding to the idea that we can live in clothes we love and make them useful when we’re done with them.

Once the new look was established, we extended it through the program’s annual college campaign to show students that doing good is as easy as dropping off their old jeans.