Marketing innovation – Waste flows turned into high quality fashion
All the products are made of recycled materials such as hospital & army textiles, worker uniforms, advertisement banners, flags, recycled sails, seatbelts and vintage home textiles (e.g. sheets, curtains, and tablecloths) (Globe Hope 2010.) Globe Hope has managed to develop a green brand for markets by designing fashionable clothes and creating an appealing alternative for fast-paced textile industry with its disposable trends.
- Dependency on the consumers’ will to recycle/ think green
- Interest of the media on environmental issues
- Increasing trend towards more environmentally-friendly attitudes and values
Globe Hope reduces material flows by turning waste into new raw materials by design byre-cutting, re-sewing, re-dying and printing. In addition, the production aims at industrial quantities in order to keep the production costs reasonable, which also enables reasonable prices of the end-products for consumers.
Furthermore, since the headquarters are close to the production facilities and factory outlet, also the emissions are kept as minimum as possible.