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.
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. This bold new player merges sustainability with streetwear for style-conscious consumers aged 16-25, offering premium second-hand clothing that is both edgy and impactful.
Many streetwear brands either neglect sustainability or make vague claims about eco-friendly materials solely to enhance their image. This trend of greenwashing misleads consumers into believing they are supporting sustainable practices when, in reality, many brands fall short of genuine commitment.
Fuket addresses these misconceptions by tackling the stigma surrounding second-hand fashion, which is often viewed as time-consuming, smelly, and disorganized.Fuket’s curated collection features pre-washed items presented in a neat, organized manner, making sustainable 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.