Soil/Soul

Soil/Soul rethinks fashion’s exploitative nature with a hyper-local model, using nettle-based clothing, composting, and an app for impact transparency

Watch the 1-minute pitch video

https://youtu.be/VQv3PvSZ0SI

Long description

The brand concept aims to rethink the exploitative nature of the fashion industry, which makes us blind contributors to environmental harm and waste. The concept builds a new narrative around soil health as the ultimate source of our clothes by designing a hyper-local circular model that takes responsibility for no-harm material production and disposal, while also creating a transparent user experience, helping users to close the circularity loop. 

The solution addresses the issue on two levels: the production model and consumer engagement. Through an app, users can trace their clothing’s impact and return garments to the soil for decomposition. This concept prioritizes the afterlife of fashion, ensuring responsibility for the products created and fostering a sustainable, circular system.

At the heart of this concept is a “farm-to-closet” vision, partnering with local farmers practicing regenerative agriculture to produce clothing from sustainable, biodegradable materials like nettle, an ancient, resource-efficient alternative to cotton. The solution includes an app that empowers users to take action and close the circularity loop. By returning unwanted garments for composting, users help restore soil health, turning their discarded clothing into vital nutrients instead of contributing to landfills. The app also promotes responsible consumption with a “clothing passport,” offering transparency on water usage, lifespan, and environmental impact. This is a journey to make every user a healer of the planet, not a waster.