INTRODUCTION

Designer Clemens Telfar founded the brand Telfar in 2005 (Fernandez & Cordero, 2020), combining two things usually thought of as opposite- utilitarian American fashion and inclusivity (Blacksher, 2021). The brand creates clothes, shoes but most famously the ‘Shopping Bag’ which can be seen on inner city Bushwick commuters to supermodels such as Bella Hadid. It has become a fashion statement for many with the main selling point not being the bag- but what it represents, inclusivity and community (Blacksher, 2021) and the bag has been given the name “The Bushwick Burkin” (Blacksher, 2021), due to it’s desirability within lower income minority communities. Within this content strategy, Telfar will focus on environmental sustainability, in particular low water consumption. The content is designed to educate, engage and create a sense of community, Clemens main goal for Telfar (Blacksher, 2021).