MUMSTER x Gemeente Amsterdam
The government has set an ambitious target: to be 50% circular by 2030 and fully circular by 2050. We recognized that overproduction and overconsumption remain significant challenges on this journey and initiated the campaign Full Circle.
Full Circle is a call to action for consumers, the fashion industry, and the government to unite in combating the overproduction and overconsumption of new clothing. By encouraging creativity with existing garments and textile waste, we can collectively work towards achieving the government’s sustainability goals.
Campaign - Full Circle
The campaign included a documentary, premiere event with an interactive program including workshops and a clothing-swap, a photo and art exposition and a circular clothing collection.
The documentary portrays the endless stream of millions of discarded garments and looks for solutions to break this vicious circle of overproduction, overconsumption and textile waste.
Campaign Results
The premiere event was a resounding success, drawing over 100 visitors and selling out completely. The documentary garnered widespread attention, with features in Marie Claire, Harper's Bazaar, and Bedrock, hailing Full Circle as "a must-see."
Among the attendees was politician Kiki Hagen, who was introduced to the challenges, solutions, and vibrant community of pioneers highlighted in the documentary. Inspired by the event, she went on to visit other trailblazers featured in the film. We can confidently say, mission accomplished.
