EVSDA 2025 – ‘COMMUNICATION DESIGN’ SHORTLIST – REPATCH (MY NGUYỄN)

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Jeans are a global fashion icon, yet they place a heavy burden on the environment: production consumes thousands of liters of water, uses vast amounts of energy, releases toxic chemicals, and is difficult to recycle due to its multi-component structure. Most used jeans end up in landfills or are incinerated, becoming a prime example of waste in the “take–make–waste” model.

"Repatch" was created with the mission of transforming old jeans into bags. To communicate this message, the brand identity was designed as a visual communication tool—turning the dry concept of “recycling” into an approachable, rustic, yet emotionally engaging image of “rebirth.”

The Repatch brand identity not only provides recognition and differentiation but also serves as a tool for advocacy and inspiration: raising awareness about fashion waste and encouraging the community to participate in the material regeneration journey. The project was designed in 2025.

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