CONCEPT

In collaboration with One X One, Telfar will release three pieces of content for their ‘TF?’ Content strategy; a play on the word Telfar and the colloquial phrase ‘the f****,; grabbing readers attention.

Firstly, a live podcast will highlight how One X One has helped Telfar reduce their water usage for the manufacturing of the ‘Shopping Bag’, and are now using sustainable dyes. The podcast will highlight key facts such as how 1.5 Trillion litres of water are used by the fashion industry yearly and how 200 tons of water are needed to dye one ton of fabric (Charpail, 2017). Telfar will explain that by using low-water immersion dying and using natural dyes they have become a more sustainable brand. Natural dyes exhibit better biodegradability and generally have a better

Karimi, 2011). During the podcast the panel will show off the new ‘TF’ bag, as well a release several ‘drips’

Telfar will invite black fashion Youtubers to the panel, e.g. Jackie Aina, alongside Black celebrities e.g. A$AP Ferg (who was at Telfar.Tv launch). By using Youtubers it creates trust between the podcast and the consumer (YPulse, 2021), and aligns with Telfar’s current communication and brand values as a black owned brand that wishes to create a “community for young black creatives” (Blackthe importance of sustainability, personally and within Telfar.

Telfar have the ability to present this educational content authentically due to their current efforts of being current communication as they have previously done panels on instagram via live (Telfarglobal: Instagram, 2021).