The brand gravitates around ecological transparency. However, rather than focusing on awareness campaigns, or reducing its own ecological impact, Cottongrass makes it clear to the consumer that their products are environmentally harmful.

Our approach

We imagined a labeling system that takes into account all ecological impacts related to the production & shipment of a single piece of clothing (similar to a nutritional value chart). The goal of the label being to encourage the consumer to buy as little as possible, or even to discourage the purchase all together. 

We called this footprint assessment label the E/Y system.

All the garments shown we’re designed specifically for the project (By Luc Verrault).

Cottongrass (Eriophorum) is a genus of flowering plants. They are found throughout the arctic, subarctic, & temperate portions of the Northern Hemisphere.

The series of garments imagined for the Collection Release Nº1 we’re named after different species of Cottongrass.

Website, Home Page

Product Page

For the launch & the first release of Cottongrass, we produced a teaser clip. This video features the pieces with a mix of 3D modeling & real life video shots. 

Daniel Cruz

Creative Direction, Design, Motion Design, Filming, Narration, Copywriting.

Luc Verrault

Creative Direction, Design, 3D Modeling, Clothing Design, Type design.

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