reflect is a textile-oriented design studio that creates products for both organizations and individuals. The studio believes that every piece of clothing tells a story. In a world where every purchase is an endorsement, reflect produces its garments in fair-trade certified factories using sustainable materials. To ensure trust through radical transparency, the studio shares the entire journey behind each product from cotton to yarn, making the stories of all garments visible via QR codes that are sewed inside every unique garment.
Collection Zero introduction
Embracing the "What you wear tells a story" slogan, reflect makes a fresh start with the 3rd collection Zero and focuses its impact model entirely on a transparent production process. In this new collection of 53 pieces, the studio shares the entire journey behind each product from cotton to yarn, making the stories of all garments visible via QR codes that are sewed inside every unique garment. The studio introduces the ideal basics and story-telling products, which are inspired by remarkable movements and individuals that challenged the status-quo in history.
The line and the journey behind the garments
As a reference to the logo, the minimal line detail on each garment represents the brand’s core values of responsible production and storytelling design. All items with the line detail carry a QR code sewed inside the care label of each product. When scanned with a phone camera, the code embarks the customer on a journey behind the product. A website integrated page opens, where the customer can visually witness each step in the making of the product, from cotton picking to yarn making, creation of the patterns to the production of the tags and packaging. With the QR code application, the studio wants people to appreciate the labour intensive, artisan work behind each unique garment and the fair-trade sourcing behind its sustainable materials.