BENIM DENIM
Client
→ Renewcell
Side project
A denim brand with a twisted logic
Does every brand deserve to live forever?
There is a mentality that as a business leader, you should be proud of growth, even though that growth often comes at the expense of humanity and the planet. Benim Denim challenged that idea.
A start up designed to shut down.
As the name suggests, Benim Denim is a denim brand. But its business idea has a twisted logic. The ambition was to shut down the brand as soon as possible. Only allowing it to live as long as the 170-meter repurposed deadstock denim roll let us.
In 2022, we were approached by Renewcell, a Swedish textile recycling company. They had salvaged 170-meter excess denim deadstock from a previous collection, and we were asked if we had any ideas on how to turn their dead stock to life.
That’s how Benim Denim – a ready-to-wear fashion brand – was born.
Working through an analogy, Benim Denim subversively connects ’hype marketing’ tactics to the abstract but very real physical constraints of climate and environment. No Planet B — No Drop B. It’s a comment on a dilemma that this generation’s emerging creatives are struggling to solve.
Shot by Isak Berglund Mattsson-Mårn, the lookbook depicts the brand’s funeral. Celebrating the shutdown of Benim Denim.
