A living, breathing piece of clothing that produces oxygen.




Azgard9 turned a sci-fi fashion dream into reality, by making a sustainable garment that produces Oxygen. It was produced with their most recent motto in mind — “Future Before Fashion”, which focuses on the development of products and solutions with low impact on the environment. It was developed with the London-based, award-winning transdisciplinary design research studio Post Carbon Lab and then sent to key people at all the major fashion retailers, simulating a piece from their Fall / Winter 2043 Collections. The aim was to show big fashion brands that a future with truly green solutions such as this is possible now.

Treated with microbial pigmentation, the hoodie behaves like a plant. It takes in carbon dioxide and turns it into glucose and oxygen, using photosynthetic microorganisms. During its life cycle, the poncho neutralizes the impact of its production, improves the immediate environment of the wearer and produces approximately the same amount of O2 as an oak tree.




Azgard9 is a leading Pakistani denim producer which has put in place this highly innovative and challenging fashion project, aspiring to materialize what the future of fashion might look like.

“While brands are thinking about their next collection, we have been thinking about collections of and for the future. In fact, about what garments may look like fifty years from now. So, we actually produced what could be part of every brand’s collection in 2043, if we all work towards the same goal. We were tired of thinking about how we could change the “Future of Fashion” for the better and decided to actually do something about it.” 

Ahmed Shaikh, CEO @Azgard9





SOCIAL MEDIA
Mark

Partners

 
Our main partner in this endeavour was Post Carbon Lab, a London based transdisciplinary design research studio founded by Dian-Jen Lin and Hannes Hulstaert. It is an open-innovation, collaboration-based social enterprise offering sustainable microbial dyeing & coating service pilots for textile applications.

Post Carbon Lab have been present in multiple conferences and publications. Moreover, they have been awarded the Kering Award for Sustainable Fashion in 2017, and recently, they have received multiple recognitions such as the Tata Varsity Pitch in London (2020), and theRO Plastic Prize, Innovative Textiles, Awareness of Communication, in Milan (2020).









Credits:
Client: Azgard9
Agency: This is Pacifica + Stream and Tough Guy
Creative Direction: Filipe Mesquita & Miguel Durão
Strategy: João Ribeiro & Nicolas Grassi
Design: Filipe Mesquita, Pedro Serrão, Pedro Mesquita, Luís Cepa
Project Management: Ana Fernandes
Brand Direction: Bernardo Lago Cruz
Azgard9 R&D Manager: Mian Farrukh Mehmood
Videocase: Vladimiro Leopoldo
Director of Photography: João Castela
Music and Sound Design: Nuno Craveiro
Video Interviews: Ahmed Sheikh (Azgard9 CEO), Dian-Jen Lin (Post Carbon Lab R&D)
London Footage: Louis Hollis
Pakistan Footage: Hassan Bakhtiar Mirza, Yogi Studios
Sound Mix: Guel
3D film: @looooooch.kb
3D render: @looooooch.kb
In studio Photographer: Nuno Moreira
Creative Direction and Photography: Frederico Martins
Video and Editing: Raul Sousa
Drone Videographers: Óscar Ribeiro & Liliana Pina
Image Assistants: Pedro Sá, João Ferreira & Marina Rosillo @ Lalaland Studios
Gaffers: STP Audiovisuais
Grooming: Patrícia Lima
Models: Maria Miguel @ Central Models & Paulo Spencer @ Face Models
Production: Diogo Oliveira @ Lalaland Studios
Retouching: José Paulo Reis @ Lalaland Studios
Photosynthetic R&D: PostCarbonLab (Dian-Jen Lin + Hannes Hulstaert)
CO2AT Production: Toptuxedo (Isaac Gomes, António Costa)
Fabric: LMA (Luís Dias)
Labels and transfers: Heliotextil (Miguel Pacheco, Conceição Teixeira, Ana Bulhosa)












Mark