Cultural Partnership
Discarded Spirits Co. x Helen Kirkum
A novel and creative partnership between the pioneers of the zero waste spirits movement and sustainable fashion movement to unequivocally show the creativity - and the beauty - in the world of waste. With the help of TCOLab, Discarded Spirits Co. commissioned deconstructed sneaker designer, Helen Kirkum, to make three pairs of shoes inspired by the leftover ingredients that go into their iconic spirits: the Grape Skin Vodka, the Cascara Vermouth, and the Banana Peel Rum. Transforming trash into treasure never looked and tasted so good!
Insight & Design
To bring the zero waste spirits movement into the fashion world, and inspire people to play their part in reversing needless waste, TCOLab explored the areas of culture Discarded Spirits Co. could play in to emphasise their own zero waste credentials. After a cultural mapping exercise and talent search around the theme of Waste IS Beautiful, we found Helen Kirkum.
Insight & Design
To bring the zero waste spirits movement into the fashion world, and inspire people to play their part in reversing needless waste, TCOLab explored the areas of culture Discarded Spirits Co. could play in to emphasise their own zero waste credentials. After a cultural mapping exercise and talent search around the theme of Waste IS Beautiful, we found Helen Kirkum.
Helen is widely considered a pioneer of the hacked and deconstructed aesthetic within the sneaker industry at the vanguard of the sustainable fashion movement. Like the liquids Discarded make, the London-based artist and designer is known for her ability to tell stories using discarded waste materials in her designs.
Helen is widely considered a pioneer of the hacked and deconstructed aesthetic within the sneaker industry at the vanguard of the sustainable fashion movement. Like the liquids Discarded make, the London-based artist and designer is known for her ability to tell stories using discarded waste materials in her designs.
Film Production
Working closely with Helen Kirkum’s studio to uncover every step in the creative process, we produced a 4 minute film to capture the artist’s and Discarded’s shared ethos of ‘nothing goes to waste’. Covering two locations, the film captures Helen unearthing treasure at the TRAID recycling facility and then back in the studio, putting the unique materials into collage designs inspired by the three Discarded liquids.
Film Production
Working closely with Helen Kirkum’s studio to uncover every step in the creative process, we produced a 4 minute film to capture the artist’s and Discarded’s shared ethos of ‘nothing goes to waste’. Covering two locations, the film captures Helen unearthing treasure at the TRAID recycling facility and then back in the studio, putting the unique materials into collage designs inspired by the three Discarded liquids.
Activation
The partnership launches with an in-depth editorial feature on Huck to unpack the making of the sneakers, supported by promotion across Discarded’s social channels. Meanwhile, to coincide with London Cocktail Week and the Discarded Disco, the trainers take centre stage to challenge people’s perceptions of waste.
Activation
The partnership launches with an in-depth editorial feature on Huck to unpack the making of the sneakers, supported by promotion across Discarded’s social channels. Meanwhile, to coincide with London Cocktail Week and the Discarded Disco, the trainers take centre stage to challenge people’s perceptions of waste.
Impact
Discarded Spirits Co. will make a donation to TRAID, the recycling facility at the heart of the story, where Helen sources the discarded materials for her designer shoes. So TRAID can continue their great work diverting waste from landfill and allowing more unwanted trash to be turned into something beautiful!
Impact
Discarded Spirits Co. will make a donation to TRAID, the recycling facility at the heart of the story, where Helen sources the discarded materials for her designer shoes. So TRAID can continue their great work diverting waste from landfill and allowing more unwanted trash to be turned into something beautiful!
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