Agency: Beton Design
Design Directors: Sandro Dujmenović, Marko Mlinarić
Account Director: Sanja Nikolić
Copywriting: Nikola Zmajević
Production: Hudetz
Photographers: 925studio
Location: Croatia
Project Type: Produced
Client: Seadro
Product Launch Location: Europe
Packaging Contents: Organic silk garments
Packaging Substrate / Materials: Wrapping paper, cardboard box, plastic bag
Printing Process: Digital printing, offset printing

In words of the client Monika Zubović — “Seadro, as a brand, was created for very personal reasons and a need to spread consciousness of problems that go way beyond just one person, so the story of Seadro is not just mine. Led by a strong nostalgia, Seadro represents a collection of memories of joy and sorrow, love and passion, determination and fear, and of all the people I have met throughout my life that left a mark in it. They are all a part of me and a part of this story. They make me the person I am and the person I will be, and this collection (and the brand itself) is my thank you for all the memories, experiences, growth, discovering and celebrating differences, and for never-ending source of inspiration.“

Seadro is a fashion brand created as a personal response to persistent problems of fashion industry — hyperconsumerism, instant shopping, throwaway culture and fast replacement, aggressive fashion marketing, the tyranny of ego, constant growth in the quantity of produced clothes, undervalued quality, work, effort and time of everybody involved in the process of production. Each of these problems comes with consequences for the planet and society such as the problem of textile waste, low-quality materials, the usage of toxic chemicals, inhumane and dangerous working conditions for textile workers, dangerous living conditions in the vicinity of factories, water pollution and drainage, food contamination, destruction of forests and biodiversity loss, etc. The next prerequisite for creating Seadro was establishing complete control over production process of the clothes through cooperation with partners whose businesses are built on the same ethic grounds. Complete insight in the production of materials (fabrics and all additional elements) — from raw material to its final form: the processes it has undergone, raw materials used in the production, chemicals used, suppliers involved in manufacturing, impact on the environment and local areas where the raw materials are processed and the final performances of the materials — enables control over supply chain and eliminates ethical and ecological irregularities that appear during the production process and are impossible to trace back in the traditional process. Only natural fibres were used to produce the garments of the first collection, that is 100% organic silk whose whole life cycle and impact can be traced back — before and after the usage.

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