Editorial from
Francisco Araújo
July 16, 2024
12. Responsible consumption and production

12. Responsible consumption and production

Ensure sustainable consumption and production patterns

Dress for Awareness

Conscious clothing, in the message it conveys and in the ways it's made. The clothes we wear are a set of ideals — they shape the world around us. We want to drive conscious behavior blending minimal design, organic materials, and sustainable manufacturing. You wear it, and we donate 100% of our profits. Ready to join?

Francisco Carvalho Araújo, a Nova SBE alumnus living in London, created Dress for Awareness. Dress for Awareness is anon-profit project consisting of t-shirts with meaningful messages or taglines that aims to explore COVID-19 and other troubling issues that demand the public's awareness, such as the refugee crisis and mental health.

In an interview for Observador, Francisco explained the concept.

Covid-19 was the starting point for the first slogans, but Dress for Awareness wants to explore other issues that require so much awareness, among them the refugee crisis and mental health. As for sustainability, it remains present regardless of the printed message. Cotton is certified, there is no use of plastic throughout the supply chain, the packaging is based on industrial waste, and any part, without exception, can be recycled.

“The fact that the brand is sustainable, in itself, attracts people. Some ask for t-shirts and sweatshirts without any words, and we are already providing them ”, he admits. The beneficent premise is that it does not go away - all the profits that result from the sales of these pieces, with or without a message, revert to the British and Portuguese national health services. And when the themes are different, there will always be a relevant action organization to support.

Creating a community of creatives around the brand is another of the medium-term goals - designers, copywriters, and writers are welcome to contribute with what they know best, because, as he confesses, “it is already difficult to manage this alone.”

Join and follow the #dressforawarenessmovement on Instagram. Learn more and take your role. Send us a message to get involved.



Francisco Araújo

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