DO THE GREEN THING
COPYWRITING & ART DIRECTION: EMILY FLORIO
SICKENING SEWS
PROBLEM
Thrift stores have an unfair reputation as dirty stores for hippies, resulting in individuals opting out for fast fashion.
SOLUTION
Do The Green Thing will partner with Drag Queens to breathe life back into thrifting through the creation of interactive stores.
SICKENING COMPETITION
Queens will compete in sewing local thrift stores around the nation. The competition can be viewed live as well as on social. In the competitions queens will be going head to head to create the most sickening looks using only thrifted items. The content aims to inspire others and drive consumers to shop second hand stores.
INTERACTIVE THRIFT STORES
Do The Green Thing will create the first official interactive thrift stores. Specific items in stores will be tagged with QR codes. When scanned the user will be brought to a video of a queen showing how that item can be revamped, step by step. Thrift stores will feature sewing machines, accessible to customers who want to recreate their purchase on the spot.
FAUX PR BOXES
Do The Green Thing will send PR packages to drag queen influencers from the new brand “Sickening Sews”, only to reveal the clothing is all second hand items. These unboxing videos will help break the stigma around thrifted clothing.
