MONKIND

The project

Independent Berlin-based brand Monkind’s R&D showed that they can take older items, upcycle and resell them, or upcycle on behalf of the customer and return to them, and therefore extend life cycles and give the customer a uniquely desired one-off piece. In conjunction with more sustainable design features for future productions, will make their future pieces easier to dismantle, upcycle and/or recycle.

Where

Monkind store in Berlin

Target audience

Local customers, including new and existing customers, local bloggers, and Instagrammers.

Format

Live take-back/repair/upcycle event during Fashion Revolution Week

How did it go?

Around 30 visitors per day, consisting of customers, bloggers, and Instagrammers. Customers could bring back old Monkind items and choose between receiving a voucher, free repairs on-site, or upcycling the piece into something else. Repairs and upcycling were done live in the store, with industrial sewing machines positioned in the shop windows. A local maker collaborated with Monkind, repairing and discussing upcycling ideas with customers. The event received encouraging feedback, with customers appreciating the transparency, creativity, and different approach to business transactions.

The local aspect of the project was also well-received, highlighting Monkind’s connection to the community. Instagram stories about the event included hundreds of reactions and around 30 direct messages praising Monkind’s sustainability efforts and innovative approach. The event allowed Monkind to further develop its existing relationship with the local maker, forming a stable partnership for future collaborations.

Monkind was featured by local bloggers and Instagrammers who attended the event, some of whom brought back old items for upcycling and shared their stories for future sharing.

Learnings

The positive response from customers indicated their readiness for this new kind of retail experience that focuses on sustainability and reusing existing clothing items. The emphasis on using a local maker and supporting the neighbourhood was well-received by customers, highlighting the importance of maintaining connections to the local community.

Engaging with customers through Instagram stories generated significant engagement and interaction, demonstrating the power of social media in spreading the message and values of the event. Customers understood and appreciated the need to use fewer new clothes and reuse existing ones, aligning with Monkind’s messaging and storytelling. The event facilitated the strengthening of the relationship with the local maker, providing opportunities for ongoing collaborations and future sustainability initiatives.

Website www.monkind.com