The Traceable Coat Hanger
Nukuhiva, a store concept by Dutch media personality Floortje Dessing, specialises in fashion labels that produce their clothes with respect for mankind and nature. The store is now challenging fashion influencers to discover where their clothes came from with ‘The Traceable Coat Hanger’. Nukuhiva is partnering with Stadhshout Amsterdam to engrave coordinates of the wood’s origin, including the location of the tree, the species, and when it fell down, or was cut down. Purchasers can enter the coordinates on a dedicated Nukuhiva website (www.nukuhiva.nl/coathanger)
The fair trade store Nukuhiva wants to change the way the garment industry operates. Nukuhiva is always open and honest about where their clothes come from, how they are produced, and by who. Because Nukuhiva only sells clothes from fashion brands that have one thing in common; they produce their clothes in the fairest way possible, with respect for the people who make the clothes. But a small shop can’t change the world alone.
Floortje Dessing, designer at Fukuhiva, talks about the thinking behind the traceable coat hanger.
“Nukuhiva’s aim is for the coat hangers to make their way into the wardrobes of all the online fashionistas, and to become a constant reminder to always think about where their clothes come from. So they can keep reminding others.”
The Traceable Coat Hanger campaign was developed at JWT Amsterdam by executive creative director Bas Korsten, creatives/designers Robert Nelk, Mark Peeters, photographer Robert Harrison, moviemaker Tim Arnold, activation producer Elisah Boektje, PR producer Melanie Hoen, working with Nukuhiva marketing team Guido Keff and Floortje Dessing.
The coat hangers were produced at Ifabrica. Wood was supplied by Stadshout. Print and packaging were produced at Drukkerij Roeloefs and Straight PreMedia. Images are by Schone Kleren Campagne. Online technical realisation was by OCHER.