Authenticity (180)
If these jeans could talk
The recently launched brand Hiut Denim encourages customers to officially document their relationship with the trousers from the very first moment they put them on. Built into each pair is a history tag: a unique code enabling an online memory bank for the jeans. By setting up an account, people can upload pictures and stories about their adventures with the denim. The information about each pair of jeans is archived and the story keeps going even if they’ve been passed from one owner to another.
Why it matters
Storytelling has always captivated people and is a great way to create shareable content. How could your seemingly mundane consumer goods be socially enabled? What story could your brand or product tell from the owner’s perspective?
Patagonia and eBay find common thread
eBay and Patagonia have partnered to launch the Common Threads Initiative store - a virtual marketplace for people to buy and sell used Patagonia gear on eBay. The co-branded online store aims to make the products more sustainable by extending and closing the loop on the product’s life cycle.
Why it matters
Many brands greenwash their actions with talk of ethical consumption and sustainability. It’s one thing to say it, but brands often struggle to go through with it - even though a consistent ethical stance throughout company culture could enhance the brand’s public perception. What other significant sustainable approaches by brands should be highlighted and replicated in other categories?
Eat on the sidewalk to meet your neighbours
Streetdinner is a concept that tries to bring communities closer together by cooking, eating and interacting with one another. Participants can register their interest and participate in the meal production by signing up on Facebook.
Why it matters
Food has often been considered the ultimate catalyst to generate a friendly environment. Yet, social networks have been said to be responsible for the stronger connections we have with one another. Can bringing strangers to sit down together create friendships and strengthen the community beyond what online social networks can do?
