Alter Your Mind

As part of the campaign simple stickers will be placed on clothing tags in fast fashion shops. When consumers view the tags to see what the price of the garment is a simple fact or message will obscure this detail. The aim is to disrupt consumers buying habits, and to encourage people to rethink their purchase.

Lowering the demand for cheap clothes, interrupted existing purchasing patterns, could significantly help reduce waste. Alternative ways of shopping are shown on the posters – for example, buying and donating at charity shops is just one of many ways to reuse and recycling garments, helping to extend the life cycle.