Problem: There’s a major disconnection when it comes to knowing who made our clothes, and how those materials affect the environment. We’re buying too much clothing. 400% more than 20 years ago to be exact. Why is that a problem? Well, the production of that clothing is a product of fast fashion: high speed clothing production from the catwalk to the store in a matter of weeks — consumers don’t realize the consequence, and big brands continue to put profit before people and the planet. This industry of mass-production is being made through cheap labor and cheaper materials. 

Guerrilla Art: In order to spread awareness and lure my audience to the campaign website I needed to reach them in the act of buying clothes. I started to collect old, donated clothes from friends with the intentions of screen-printing "This Is Not For Sale" and the tagline "Turn The Truth Inside Out" on them directly. The shirt was accompanied by a tag that encourages my audience to explore the website and participate in the social media initiative. I designed three tags each with a different statistic relating to overconsumption, workers rights, and the environmental damages hiding behind the global fashion industry. It instructs them to take a photo of the shirt they found, post it to Instagram, tag the store where they found it, tag a friend (too keep the word spreading), and use the hash-tags #tagyoureit #turnthetruthinsideout. The idea is to expose the idea of transparency to the stores where the shirts were left, and spread awareness by encouraging the viewer to take responsibility.