delicates: turning waste into romance

©delicates

‘delicates’, a Chinese fashion brand that advocates for a comfortable, free, and sustainable lifestyle with white t-shirts in all sorts of patterns, launched a T-shirt upcycling Pop-up Tour in China. The campaign first kicks off in Guangzhou, with more than a thousand participants donating their unwanted T-shirts. And now the campaign continues this summer in Shanghai, Shenzhen, and Chengdu.

©delicates

The unwanted T-shirts that could have been sent to the landfills are now an art installation at the brand's shop in Guangzhou, which was upcycled and created by Chinese artist Zhilin. With the slogan of "turning waste into romance", delicates also designed a series of patterns and event themes that links to the culture of the city where the pop-up event is launched. Consumers who donated their unwanted T-shirts can win a limited edition of a cotton tote bag with their own DIY patterns, which creates a fun and engaging way for the Chinese audience.

©delicates

delicates is planning to bring this project to more cities in China, with their specially designed "recycling car", to engage as well as educate Chinese consumers on garment upcycling and eco-friendly ways of clothing disposal.