Floyd
Boucle Done Right
Turning clothing destined for the landfill into valueable, high quality fiber blends
Fast fashion meets slow furniture. While trends & customer insights pointed to a demand for a boucle textile offering, Floyd hoped to bring more to the table than simply adding a new color offering. In partnership with pioneering textile brand, Recover, Floyd introduced Boucle Done Right. Through Recover’s state of the art process, clothing destined for the landfill was transformed into high quality fiber blends used to create the soft, textured boucle fabric.
To celebrate the launch of this highly sustainable textile we produced a series of launch assets featuring a film which took the customer on a BTS journey of the textile production process from start to finish. The waitlist was rolled out with a studio campaign stretched out over the course of several teaser posts & emails which first introduced an unassuming, but notably large pile of clothing, followed by the product abstractly draped in apparel waste, only later to be revealed as the beautiful Form Sectional, now available in recycled Boucle.
Role:
Creative Director
Concept Development
Production
Art Direction
Post Production