The fashion industry consumes a staggering amount of water. Official Rebrand’s alternative is simple: Instead of spending increasingly limited resources to make new garments, grow the value of clothes that have already been produced, and remove gender in the process.
Each new pair of jeans takes about 1,800 gallons (about 7,000 liters) of water to produce.
In this series, MI Leggett, the artist behind Official Rebrand, brings this statistic to life by painting representations of these numbers over reclaimed jeans. Each gallon and its corresponding number out of 1,800 is hand painted on a renewed pair of jeans.
This one-of-a-kind pair (Edition 77) represents gallons 226 out of 1,800 necessary to make them.
White paint on crisp dark 501s. Sustinably upcycled, gender-free, unique garment.
Size W38, L80 (cm)