Fuket: Redefining Sustainable Streetwear
2023
University Brief
BRIEF: Create a sustainable fashion brand
The initial brief was simply to create a sustainable fashion brand, but Fuket aims to challenge that simplicity by addressing the deeper issues surrounding sustainability in fashion. Fuket merges sustainability with streetwear for consumers aged 16-25, offering premium second-hand clothing that is both edgy and impactful.
Many streetwear brands make vague claims about eco-friendly materials just to enhance their image. This trend of greenwashing misleads consumers into believing they are supporting sustainable practices.
Fuket counters this by tackling second-hand fashion, which is often viewed as time-consuming, smelly, and disorganised. Fuket’s curated collection, pre-washed, presented in a neat, organised way, making second-hand fashion appealing and accessible.
The brand’s logo features a bold, thick font with thin serif lines, symbolizing a commitment to revitalizing pre-loved clothing. A unique photography style showcases models in black and white while highlighting the vibrant colors of the clothing, emphasizing the garments themselves.