New York Times – The Truth Is Local
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Pakistan denim manufacturer Azgard9 has turned a sci-fi fashion dream into reality by developing a sustainable garment that produces oxygen. The innovative hoodie is the product of Azgard9’s repositioning that focuses on developing eco-friendly products.
Developed in partnership with the London-based design research studio Post Carbon Lab, Azgard9 treated 200 hoodies with microbial pigmentation. So they’re actually behaving like a plant by using photosynthetic microorganisms.
CO2AT was a limited edition and was not for sale. Azgard9 sent it to key people at major fashion retailers, simulating a piece from their fall/winter 2043 collections.
It turned out to be a brilliant hook to generate leads for denim sales (US$5M resulted from CO2AT’s leads).