[:en]For my campaign #UPCYCLEME fro Dr. Martens I have created a swing tag that will feature on all Dr. Marten products to advertise the campaign. The tag will be made from recycled paper and will feature the traditional Dr. Martens logo and the #UPCYCLEME logo, which is presented in the Dr. Martens colours. This is to keep within the Dr. Martens identity. The tag will hang off of a yellow string that will be made from left over shoe laces from the factories. It is a lighter colour than the current Dr. Martens tag and that is because I wanted to channel my light hearted approach to sustainability.

I took this image from the internet and changed the tag to suit the identity of my campaign and Dr. Martens. The background image for the tag is a picture of the paper that I made to show the factor of visible mending. I also took the Dr. Martens logo from the internet and used American Typewriter for the font. The hashtag and ‘cycle me’ where written by me and scanned onto the computer. I wanted to add my aspect of visible mending as through my research as I found out that ‘the average woman wears a garment 7 times before throwing it away’, this statistic stuck with me and made me want to do something to conquer this. I want  to help promote the importance of up-cycling as only 10% of clothing a year that is produced goes to thrift shops, 90% is then discarded in landfill.

This campaign aims to promote up-cycling in order to reduce the environmental impact  of fast fashion.

The packaging will also feature the #UPCYCLEME logo in order to promote the campaign. All bags and shoe boxes will be made from recycled paper and card to again show the aspect of visible mending and up-cycling. Again I got the background image and both Dr. Martens logos from the internet and manipulated the image to suit this campaigns needs. I added my #UPCYCLEME logo onto both pieces to, again promote the campaign. I think this important as it is effectively free advertising for the brand and also the campaign. This is in order to subtly move the idea of up-cycling fashion into the front of people’s minds and get those people recognising the logo for this campaign. If I had more time I would have taken the images myself, however, photography is not my strong point and also I wanted to focus more on my second idea. Moving forward I will take the idea of recycled packaging onto my second idea, however, will change the packaging to suit the identity of my collaboration with Dr. Martens and Piñatex.

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