Client, Year
ATTN: x Madewell, 2021
Services
Brand Audit
Naming & Tagline
Logos & Marks
Identity Development
Social Media
Illustration
Motion Graphics
Brand Applications
Madewell Forever
A new identity for pre-loved clothing
Madewell is a recognized leader in fashion sustainability. In 2021, they wanted to push their commitment further by creating a new program to reduce waste and give “preloved” jeans a new life. Ashton partnered with creative agency ATTN: to conceptualize, name, design, and roll out Madewell Forever, an online store that keeps Madewell clothing in circulation.
The Madewell Forever logo was designed as an infinite loop to emphasize Madewell’s commitment to sustainability and circularity. The color palette reflects the company’s signature jeans in various washes: blues, blacks, and neutrals.
The Madewell brand is known for its positive, playful, and grounded nature. Pairing bright colors with a washed hue imbues the sub-brand with personality while underscoring the longevity of Madewell’s clothes.
The creative direction for the campaign was urban environmentalism. The juxtaposition of plant life against cityscapes is meant to encourage viewers to find and honor nature wherever they are. It also motivates customers to shop or support preloved clothing on behalf of the planet.
The tagline, “Long Live the Jean,” is handwritten to serve as a joyful rallying cry for Mother Earth. It adds a personal touch to the brand and encourages consumers to participate in the process. Every action counts, no matter how small.
Layers of messaging, graphics, and photography create a moodboard effect that uplifts, rather than scolds, the viewer. The collective impact is empowering and engaging.
The brand rolled out with a multifaceted digital strategy. Targeted emails and TikTok videos by sustainable fashion influencers introduced consumers to the new sub-brand and shopping experience.
On Instagram, organic stories and in-feed posts created a groundswell of interest among Madewell’s 1.4 million followers.
“Clean Out Kits” were made available at Madewell stores throughout the U.S. Each free kit gave customers an easy way to pass on preloved Madewell jeans responsibly. By mailing their denim to thredUP, the internet’s thrift store, participants ensure their clothes are either prepared for resale or are responsibly recycled.
Within its first six months, the program saved almost 125,000 pairs of jeans from landfills —about one pair per minute. To build on that momentum, Ashton again partnered with ATTN:, Madewell, and thredUP to create a pop-up store in Williamsburg, Brooklyn called “Madewell Forever x thredUP: A Circular Store.” The first of its kind, the store showcased and sold preloved Madewell clothing while educating visitors on the power of circular fashion.
Multiple news outlets, including CNN, Fast Company, Forbes, and the Wall Street Journal, reported on the program and championed Madewell’s leading role in promoting circularity. Within its first month of launch, over 1,000 jeans were saved from landfills—equivalent to 323,786 gallons of water. Within its first two years, over 1,000,000 pairs of jeans have been recycled.
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Madewell Circular Store
Madewell: Do Well Report
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