1500+ harmful chemicals are used in textile production. AIZOME not only makes plant-based textile dyeing viable but also ensures that the health benefits are retained by the waste. WASTECARE™ — the first skincare product that is industrial wastewater from textile dyeing. This work is relevant for Titanium because it sets a new industry standard for what waste should look and feel like. It’s a simple yet unconventional demonstration of the brand’s commitment to dismantle a toxic industry, impacting both people and the planet.

AIZOME is a Japanese-German startup, named for the millennia-old Japanese plant-based dyeing method “aizome” that made use of water and natural indigo. It was once revered for its wound-healing properties in Samurai armor. But the invention of synthetic dyes marked the decline of aizome. Today, only five aizome masters remain in Tokushima, Japan.

AIZOME reinvented this method with ultrasound to ensure that color and health benefits actually last. AIZOME has been cleared by the U.S. Food and Drug Administration for the medicinal value provided by its products. While textile innovations focus on solving isolated problems, AIZOME tackles the whole production and consumption process. It doesn’t just eliminate a problem but creates value as well by producing textiles that are not only less harmful but even beneficial. Skincare is an intimate product, and in contrast to waste, it is regarded as something with high value. By presenting waste as skincare, AIZOME proves that even their worst has a positive impact.

1500+ harmful chemicals are used in textile production. Japanese startup AIZOME has developed a dyeing method that uses only water, plants, and ultrasound, to create textiles that are not only less harmful, but even come with health benefits. But how can a small startup stand out among all the sustainability claims?

WASTECARE™ — the first skincare product that is industrial wastewater from textile dyeing. Straight from the factory, the wastewater is tested and certified according to dermatological standards. Bottled and packaged like a high-end beauty product, it was shipped out to key opinion leaders in textile, fashion, and healthcare with the goal of forming partnerships to eliminate toxic chemicals in the dyeing process.

AIZOME’s goal is to eliminate toxic chemicals in the industry through partnerships and collaborations. Therefore, the target audience for this campaign consists of stakeholders such as opinion leaders, producers, and designers.

The textile industry is flooded with sustainability claims of which 60% were found to be false. AIZOME had to rise above. Which is why skincare was selected as the medium. Skincare is an intimate product, and in contrast to waste, it is regarded as something with value. By presenting waste as skincare, AIZOME is proving that even their worst has value, leaving one to imagine the effects of the textiles.

Presented at pop-ups and trade shows, WASTECARE™ was shipped out to key opinion leaders in fashion, textile, and healthcare.

WASTECARE™ is a dermatologically certified skincare product. A few drops of organically grown natural stabilizers and preservatives (citric acid) were added to the original industrial wastewater to guarantee usability after shipping. Each stage of unboxing allows the user to get closer to the story of AIZOME through data visualization, fabric, and finally, the face serum.

The package is made from recycled cardboard, eliminating the need for an additional shipping box. Each side of the editorial folder uses data to illustrate Japanese plant-based dyeing and its reinvention with the development of AIZOME ULTRA™. The custom Ultra One type, used for titles, combines ultrasound frequency waves with traditional Mincho typeface, reflecting the unification of tradition and science.

200 boxes were exclusively shipped out to leaders working for brands including Adidas, UNIQLO, Pangaia, SKIMS, and more.

WASTECARE™ gained over 110 million media impressions while also generating interest from consumers. Showcased in pop-up stores and industry trade shows, the skincare experience was used to demonstrate the benefits of the textiles. WASTECARE™ was sent to key opinion leaders in textile, fashion, and healthcare, which resulted in a 94% response rate, 44 new business opportunities, and 3 new investors. WASTECARE™ delivered the ultimate proof: Even our waste is good for you.