Dhana sews customers’ ‘memories’ into jacket lining
Dhana, a youth brand based in the US, is moving into adults’ clothing with the launch of a jacket lined with customers’ used clothing.
The Circular Memory Jacket – so called because it is described as ‘closed-loop’ and includes customer’s ‘memories’ – will include 10 garments sewn together by the US-based team.
The exterior is made from deadstock, unwanted fabric that was being sent to landfill.
Dhana has launched a Kickstarter campaign to fund the limited-edition collection, with backers receiving the jacket for $350 rather than $550.
The company said: “Football fanatic? Send us your team’s paraphernalia. 90s band groupie? Rock every t-shirt. Recent college grad? Send us your college swag.”
Shamini Dhana, CEO, said: "We believe the customer plays an important role in the creation of a garment and that the memories the customer values will have a powerful force to extend the life of their clothing while also creating more awareness of their social and environmental impact.
“Dhana is transforming how we empower and engage the customer to wear their values with our Circular Memory Jacket so that collectively, we move from a fast fashion business model to one that is restorative and regenerative – circular fashion.”
