Every time you wash your clothes they age a bit. Don’t they? Laundry detergent brand, Perwoll’s, claim to fame is that it restores fabric fibres and colours, prolonging their life rather than damaging it.
So HeimetTBWA\ and Perwoll teamed up to rescue unclaimed luggage, turning it into a sustainable fashion line. Perwoll renewed lost garments from unclaimed airport luggage to prove that with proper care, even those pieces can be re-loved again – because nothing is neglected more than the 1.8 million garments sitting in unclaimed suitcases in airports around the world.
The campaign, The Reclaimed Collection, showed the brand’s garment care, and opened the door for Perwoll into the fashion world, a space where detergents rarely have a voice or cultural relevance.
Months in advance, Perwoll parent, Henkel, collected abandoned suitcases from several different airports around the world and washed them with Perwoll in order to renew the fabrics. Every garment found was repurposed and given a new life and a second chance to be loved on the catwalk. The team started sketching out the collection based on the different textiles, shapes, and colours of the garments that have been found in the luggage, creating a catwalk-worthy collection. Worn-out trousers were turned into skirts, or bandeau tops with sleeves. Faded towels were reborn as the season’s little black dresses. Shirts were created from anything but shirts – from different ties stitched together. The entire Perwoll reclaimed collection was unveiled at Fashion Week of Copenhagen, at the most fitting location – inside a hangar.
The initiative attracted attention from both the industry and consumers, proving that when a brand dares to show up in unexpected spaces, it can leave a lasting impression.
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