Barcelona – Artisan clothes retailer The IOU Project has introduced patches to all its clothes featuring short phrases designed to be conversation starters.
‘We wanted our brand to be a dialogue with customers, rather than being a one way thing,’ says IOU’s founder Kavita Parmar. ‘Branding in fashion is usually very rigid, so we made ours about conversation, with customers, and suppliers.’
This is a good example of a brand creating stories behind its products, and facilitating conversation between customers around its product.
For more on The IOU Project’s work, read our Innovate feature.