The fashion industry might call it the “distressed” denim look, but it’s not the jeans that are distressed—it’s the people working in the textile factories.

THE IDEA

To give the world a glimpse at “real distress”, we gave workers pairs of jeans to distress by simply wearing them.

THE ACTION

By partnering up with an ethical denim brand, we uncovered workers’ stories of struggle through our website. Anyone can shop the real distress and directly fund and support local labour empowerment campaigns.

MEDIA

Social media and OOH is used to bring our message to the masses.