RSPR’s goal is to find creative ways to do good.
Fast fashion—mass produced, cheaply made, and quickly discarded clothing—is one the largest sources of pollution on the planet. Sixty percent of the clothing produced winds up in a landfill or incinerator within a year of it being produced. More than 8 percent of greenhouse gas emissions come from the apparel and footwear industries. And up to 25 percent of the world’s produced chemical compounds find their way into textiles.
This is what inspired Qatar-based fashion designer Rina Saleh to launch RSPR, Qatar’s first ethics-based, sustainable athleisure brand. Inspired by the Latin “res-pir,” (to breathe), the unisex line features 40 pieces of clothing made from recycled bottles, and infused with Microban antimicrobial fabric that repels odors, which requires fewer washes.
Truth & Consequences worked with Rina to develop the brand’s identity system including logo, garment tags, packaging, as well as a copy and iconography system that has become the brand’s hallmark: a graphical system showcasing the number of recycled bottles used in the manufacturing of each item.
In addition to the branding work we built a site in Shopify enabling product to be shipped all over the globe.
At launch, the brand was immediately carried by high-end retailers Harvey Nichols and Galeries Lafayette, and featured in Esquire, Harper’s Bazaar and Dunes.