Ifti - The Sustainable Fashion Brand
Ifti is a sustainable brand that aims to fight the environmentally damaging industry of Fast Fashion by encouraging clothing recycling and donation, and also sells vintage, ethical, sustainable, and re-loved clothing.
When we think about pollution and unsustainable practices that contribute to global warming and the current climate crisis, we think of carbon-spewing into the atmosphere from automotive travel, factories, burning fossil fuels and plastic in our oceans. What we don’t think of is the fashion industry, despite it being the most environmentally damaging industry, only second to coal. It causes many environmental and ethical issues, but despite this, we continue to shop fast fashion in our everyday lives.
My project aims to create a brand that promotes ethical and eco-conscious fashion consumption, changing people’s consumer habits. The brand named Ifti (a play on the word ‘thrifty’) promotes clothing recycling and donation to ensure clothing does not end up in landfill, through free donation bags and donation boxes located in fast fashion shops.