THE ROAD
With so much noise in the fashion market it’s hard for people to know where to shop for sustainable, well made basics at an affordable price. The Road is the more sustainable alternative, they treat their workers well, use materials that won’t wreck the planet and make clothes that last.
We shot this campaign in remote Ouyen in Victoria and found a landscape that reminded us of the Earth we too often forget and neglect.
For this campaign we wanted to challenge the fashion industry and consumers at large, we wanted people to understand what costs are involved in creating fast cheap fashion, both environmentally and socially. We calculated that it costs $13.64 to grow the cotton, pay the farmers and workers fairly, without any profit for the label. To celebrate the launch, we offered all plain organic tees at the absolute cost price.
The campaign creative is candid, natural, moody and raw. The direction is a bit rough around the edges to capture the real beauty in the escape back to nature when we embark on a new journey.
Read more about this campaign in an article featured on Fashion Journal. Our campaign was also lucky enough to be featured in both WGSN and Future Lab retail reports as a brand delivering on the ‘Righteous Retail’ trend.
View The Road website.
Credits
Creative Director – Candice Agius
Art Director – Rhys Ripper
Photographer – Cybele Malinowski
Models – Nathan McGuire & Gemma Mottershead
Stylist – Olivia Smythe
Hair & Makeup – Corinna Wilmshurst
For this campaign we wanted to challenge the fashion industry and consumers at large, we wanted people to understand what costs are involved in creating fast cheap fashion, both environmentally and socially. We calculated that it costs $13.64 to grow the cotton, pay the farmers and workers fairly, without any profit for the label. To celebrate the launch, we offered all plain organic tees at the absolute cost price.
The campaign creative is candid, natural, moody and raw. The direction is a bit rough around the edges to capture the real beauty in the escape back to nature when we embark on a new journey.
Read more about this campaign in an article featured on Fashion Journal. Our campaign was also lucky enough to be featured in both WGSN and Future Lab retail reports as a brand delivering on the ‘Righteous Retail’ trend.
View The Road website.
Credits
Creative Director – Candice Agius
Art Director – Rhys Ripper
Photographer – Cybele Malinowski
Models – Nathan McGuire & Gemma Mottershead
Stylist – Olivia Smythe
Hair & Makeup – Corinna Wilmshurst
