menu

Turning Sustainable Sourcing Into A Story Worth Hearing

Turning Sustainable Sourcing Into A Story Worth Hearing
Advertising

In a world where consumers are increasingly concerned with sustainability, questions about the origin of products are gradually becoming a part of the purchase decision.

Parneet Gosal
  • 5 may 2011


In a world where consumers are increasingly concerned with sustainability, questions about the origin of products are gradually becoming a part of the purchase decision. Mature consumer markets are undergoing a quiet revolution where buyers are interested in product stories and are beginning to demonstrate a preference for responsible products. Do you carry a recycleable bag for groceries? Use green detergent or recently changed a flight connection to minimize your carbon foorprint? If you find yourself nodding to any or all of these examples, you are part of this revolution and The IOU Project is betting that you will extend this consciousness to what you wear.

The IOU Project is launching a clothing line that is assembled by craftsmen in Europe, using hand-woven fabric from India. Each piece is unique and has a QR code that lets the buyer read that product’s story – all the way back to India where an artisan wove the fabric, to individuals in Europe who used it to craft the garment. Madrid designer, Kavita Parmar explains that the movement celebrates uniqueness as every single item is unique and like no other. While product stories are not a new concept – here’s a great example based on purses made from recycled leather – one admires the clever crafting of IOU’s story and the use of new technology in the guise of QR codes to make the story accessible to all. What’s more, IOU is harnessing social referrals rather cleverly by awarding a referral fee to website visitors who participate in their Trunk Show Host App – a model many strategists would find handy.



The IOU Project

[via Springwise

Advertising
Trending

How Indiegogo Is Becoming An Adult Product Destination

Retail
Travel Today

What Happens When An Entire Airport Terminal Rebrands Itself?

JFK's Terminal 4 underwent a dramatic design facelift to guide and delight travelers

Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

Trending

Get PSFK's Related Report: Future of Automotive

See All
Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling

Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

Design & Architecture september 23, 2016

Design Firm Adapts Childhood Homes For Unemployed Young Adults

The studio has unveiled three prototypes of transformed living spaces for people forced to move back in with their families

Health september 23, 2016

These Chocolate Squares Claim To Reverse The Aging Process

A group of researchers from Cambridge University have developed a candy bar that promises to give you a youthful glow

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 21, 2016

Creative Agency Founder: Using VR As A Race Relationship Tool

Maurice Bernstein, CEO and Founder of Giant Step, explores the value in transforming headsets from high-tech entertainment tools into empathy machines

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Cities september 23, 2016

Food-Producing Architecture Competition Seeks To Better Feed Cities

A design challenge in Copenhagen highlights the need and beauty of urban farming

Health september 23, 2016

Wearable Monitors Sun Exposure To Prevent Sunburn

The clip monitors UV rays to make sure you're not receiving too much sunlight

Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

Culture september 23, 2016

This Exhibition’s Crowning Jewel Is An 18k Gold-Plated Toilet

The piece, titled 'America,' is meant to raise questions about the country's wealth inequality

Culture september 23, 2016

Match Up With Dates On Tinder Based On Your Music Preferences

A new partnership with Spotify lets people pair up based on shared tastes in artists

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Entertainment september 23, 2016

Capture, Cut Up, And Configure Your World In 360 Degrees

To meet a booming 360 and VR video-capturing industry, a multimedia software company bolstered its media editing suite for 360-video creation

Advertising september 23, 2016

These Trucks Drove Around In Circles For 24 Hours To Keep Time

The giant ticking clock was created by 14 Scania vehicles in a deserted airfield

Advertising september 23, 2016

Buy Movie Tickets Directly From Your Facebook Profile

The new feature is part of a campaign from Fandango to further imbed social media into the ticket vendor's digital presence

No search results found.