While there’s no shortage of rubbish advertising around, it’s generally not something agencies set out to create. Indie agency, DUDE London, is making an exception.
The agency has made a rubbish clothing collection. That’s rubbish, as in made from trash collected from East London’s trash-filled canals. The Rubbish Collection was created in partnership with social enterprise, The Skill Mill, that provides employment for young ex-offenders in watercourse and horticulture services and leaders of World Cleanup Day on September 20.
A long summer of barbecues and picnics has left the paths, shore and water filled with discarded bottles, cans, takeaway boxes and other junk. The Rubbish Collection’s 14-part fashion range takes trash out of the canal and incorporates it into people’s wardrobes instead.
The collection’s quirky designs pay homage to real items of rubbish picked out of Regent’s Canal, recreated in paint by local artist and DUDE creative, Marta Morientes. Morientes has channelled her characteristic colourful and eclectic style into a series of unique patterns that epitomise the playfully trashy aesthetic – from flat caps featuring sunken bikes to T-shirts emblazoned with crisp packets and shorts that let wearers show off the junk on their trunks.
The range includes t-shirts, Hawaiian shirts and trunk co-ords, bandanas, swimsuits, hats, beanies, dresses, tank tops, hoodies, sweatshirts and more. All profits will go directly to The Skill Mill to help fund World Cleanup Day.
The collection is available to purchase via rubbishcollection.org. Londoners are encouraged to sport their ‘rubbish’ threads with pride and join DUDE and The Skill Mill on September 20 for World Cleanup Day this year.
David Parks OBE, managing director at The Skill Mill, stated, “The Skill Mill is delighted to be collaborating with DUDE who have created this wonderful collection. It brings a serious environmental message in a fun way. We really hope people choose to buy these items which not only look great but also have an impact. At the same time please consider adding World Cleanup Day to your calendar each year on 20th September.”
Vic D’Andrea, creative, DUDE, added, “As someone who walks down the canal every day, this was more than a passion project for us: it felt like personal duty. So many talented people were excited to get involved and help us make it a reality. It’s been a great journey, fun and challenging in turn, it’s great to get our hands dirty and make a real difference – and make everyone’s walk by the canal even better.”
Find more information on World Cleanup Day, and how to get involved here: https://www.theskillmill.org/worldcleanupday or here: https://rubbishcollection.org/pages/the-project
Credits
Agency: DUDE London
CEO: Francesca Spitali
Chief Creative Officer: Curro Piqueras Parra
Executive Creative Director: Tomás Gianelli O’Ryan
Senior Designer: Ross Warrington
Creatives: Marta Morientes & Vic D’Andrea
Client Director: Hamish Day
Account Executive: Giulia Orlandoni
Producer: Arianna Capizzi
Production Assistant: Michele Potrich
