Research shows that many young people want to shop more sustainably, but often don’t. This gap between intention and behaviour isn’t due to a lack of care, but to challenges like unclear information, greenwashing and social pressure. Around the Fire explores how graphic design can shift behaviour in sustainable fashion through three core values: Exploration, Sustainability and Transparency.
With an identity inspired by outdoor gear and techwear, the brand uses storytelling, transparent communication and circular tools to build trust, encourage participation and foster emotional connection. The clothes are made to be worn, repaired and kept, with product passports built into each piece to make sustainability visible and accessible. Around the Fire challenges the fast fashion mindset through a digital platform, education, workshops and shared stories. Consumers are ready for change, but brands must meet them halfway with genuine commitment and action beyond superficial gestures.
