CO2AT

The garment called “CO2AT”, was produced as part of Azgard9’s recent repositioning “Future Before Fashion”, focused on the development of products and solutions with low impact on the environment.

Client

Azgard9

Year

2021

Categories

Art Direction, Branding, Product design

Links

co2at.life

Tomorrow’s garment today

This may look like something from a sci-fi movie, but it is not. It is very real. Denim manufacturer Azgard9 has developed a sustainable garment that produces Oxygen, in what is seen by the brand as the “garment of the future”.

The garment, that is in reality a poncho [CO2AT], was produced as part of Azgard9’s recent repositioning “Future Before Fashion”, focused on the development of products and solutions with low impact on the environment. Developed in partnership with Post Carbon Lab, in London, the CO2AT is a living being. Its hoodie is treated with microbial pigmentation, so actually behaving like a plant by using photosynthetic microorganisms – a process by which plants take in carbon dioxide and turn it into glucose and oxygen.

Therefore, during its life cycle it releases oxygen, improving the immediate environment of the wearer, due to its living cells coating. It is ‘carbon negative’ while, as a living piece that is kept as such, it will continue to make photosynthesis, producing oxygen and, thus, eventually compensating for the CO2 generated during the production of the remaining fabric, as it produces approximately the same amount of O2 as an oak tree.

Innovation is the way. Mainstream sustainability is the destination.

The leading Pakistani denim producer Azgard9 has put in place this highly innovative and challenging fashion project which aspires to realize what the future of fashion might actually look like with a piece of clothing that is capable of having the same impact on the environment as a plant.

“While brands are thinking about their next collection, we have been thinking about collections of and for the future. In fact, about what garments may look like fifty years from now. So, we actually produced what could be part of every brand’s collection in 2043. We were tired of thinking about how we could change the “Future of Fashion” for the better and decided to actually do something about it.”,explains Ahmed Shaikh, Azgard9’s CEO.

That is how this CO2AT was born: a laboratory piece designed and created to show Azgard9’s retail network how the fashion industry can start having more than a voice in the effort for greater sustainability and to start actually doing something about it.

While Azgard9 has materialised an idea from the future, the goal is now to turn it into a mainstream concept. Serving as a wearable manifesto for the fashion world, this living garment is being shared with the retailer’s global network, that goes from large fashion groups like LVMH, to the biggest fast fashion brands like ZARA.

True to the belief that the planet belongs to everyone, Azgard9 wants its idea of sustainability to be accessible to everyone. An idea of Mainstream Sustainability that materializes the motto “Future Before Fashion” has been created to propel people to act now.

Client: Azgard9
Agency & Creative Direction: This is Pacifica + Stream and Tough Guy
Research & Creative Development: Post Carbon Lab
Brand Direction: Bernardo Lago Cruz

Videocase: Vladimiro Leopoldo
Music & Sound Design: Nuno Craveiro
3D Artist: @looooooch.kb
In Studio Photographer: Nuno Moreira
Editorial Photography: Frederico Martins

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