echos memories: recycled celebrities' and influencers' preloved clothes

Every year, 1.92 million tonnes of textile waste is produced. Despite Gen Z’s passion for the environment, many still shop at fast fashion brands like Shein, influenced by social media. What if we could flip this behaviour for good?

Echos is a fashion brand made from recycled clothing donated by influencers, celebrities, and athletes, recycled together with garments destined for landfills. Each piece incorporates 1% of materials from their donated preloved clothes, with a thread from these items stitched into the designs.

Supported by an integrated campaign, Echos amplifies its message through influencer partnerships to promote sustainable fashion. A portion of the profits is donated to environmental charities focused on cleaning oceans from plastic. Echos is also open to collaborations with other brands while maintaining its distinctive and dynamic branding.

This initiative was developed as a Final Major Project for Middlesex University and the School of Communication Arts and was conceptualised as a spec idea for an open brief at Adidas through MC Saatchi Sport & Entertainment. It was also awarded Highly Commended in the 'Best Use of Celebrity' category at The Drum's Chip Shop Awards.