Bleached

S/S 19

by Acne Studios

Georgia TheophanousAD139

Acne Studios exclusively presents Bleached, a brand-new revitalising young brand for a diverse audience. Aimed at youngsters aged 16-24, the brand will anticipate a youthful, fresh and cool ambiance. With major global influences, from the met-al extraction and Great barrier reef crisis’s. Bleached will be creating awareness of these issues to create an eco-friendly environment and a better ecological world. As Ban Ki-moon quoted “Climate change is destroying our path to sustain-ability. Ours is a world of looming challenges and increasingly limited resources. Sustainable development offers the best chance to adjust our course”. Metals are a core component of green technology, yet the gathering and refining of metals is far from being environmentally friendly due to air and water pollution, as well as damage to natural habitats. The Great barrier reef is also bleaching for the second year in a row and is very serious. Just one third of the entire Great Barri-er Reef remains unbleached.

Bleached is aimed at a much younger audience than Acne, with more youthful and quirky styles that come with a lower price tag however, still maintaining quality and durability. The philosophy of the brand is to preserve a sustainable attitude, incorporating ‘green fashion’ into the concept. Bleached is challenged by having to extract materials and recourses that are eco-friendly. All garments will be 100% sustainable and biodegradable with the values of using alternative textile materi-als and never the use of fur, leather or animal skins.

Social media will also play a huge part in the brand to connect and build a strong relationship between the brand and the audience. A Facebook and Twitter page will be used to assist and engage with customers, alongside of Instagram and Pinterest that will be posting latest images of new ranges, styles and inspirations. Bleached want to create an intimate relationship with customers and so, will additionally be posting on our very own blog site for even more exclusivity and thrilling content. Annual discount codes will be given out to customers that subscribe to the weekly newsletter subscription, alongside of birthday and occasional student discounts.

The main style features of Bleached will be innovative yet modern with laid back and casual pieces. The range will conclude of regular everyday wear such as shirts & blouses, t-shirts with a recognisable Bleached logo, knitwear, outerwear, playsuits & jumpsuits, dresses and of course lots of denim. From various styled jeans including skinny, mom and boot cut to oversized and fitted denim jackets. Bleached will specialise in making denim pieces durable, comfortable and fitting for every figure as well as being sustainable and environmentally friendly to the en-vironment. Bleached will be staying true to the Acne brand, who also have a desire for denim and initially gained extreme popularity and a reputation for their denim that turn into Acne’s main selling point.

Extracting eco-friendly fabrics for accessories, such as bags, and shoes will be very difficult for the brand due to exclusivity and cost, as materials like leather are provided in the manufacturing process. However, once the Bleached brand has established and gained recognition, maybe in the future an accessory and shoe line will be released using harmless and biodegradable material. Bleached will hope-fully generate a movement and create mindfulness to the younger generation.

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Georgia TheophnaousAD139