For this project, the objective was to come up with a an impossible collaboration between Urees, an upcycle jeans bran and another brand of our choice.

This collaboration is "impossible" because Philips is a brand whom promotes the idea of perfection. The iron also has the only purpose of making clothes look perfect. This is why we wanted to distrupt this concept.

"Let it burn" is the slogan of this campaign. The concept revolve around the fact that it's normal to make mistakes, that we are not meant to only be one thing but we have more than one purpose in life.

This mark on your jeans serves as a reminder that mistakes happen, and that's okay. Sometimes, something designed for a specific purpose can find new roles in life, breaking free from labels and expectations.

Nadiia Martyniuk