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# 2021

shADe

About

Consumer information platform to help identify sustainable retailers

shADe empowers everyday consumers to take back control of their choices and consumption habits from ‘fast fashion’ players. It is a browser extension that blocks digital content from unsustainable brands, recognising the often deceptive marketing strategy of ‘greenwashing’ to promote and sell garments to consumers with misleading claims like ‘eco-friendly’, ‘low impact’ or simply ‘sustainable’ while they continue to operate unethical and unsustainable business practices. shADe is designed to recognise brands and logos which it then compares and maps to a trusted database of company sustainability scores, giving the consumer the ability to make more informed fashion choices.

Challenges

# Media servicing

Disciplines

# Fashion Design

Universities

Royal College of Art

Graduates

  • Fatimah El-Rashid

    Fatimah El-Rashid

    Royal College of Art

    We’re an all-female team who developed shade with the intent to disrupt the power dynamics between consumers and the brands they shop. Fashion companies know that consumers play a key factor in determining the market, which is why digital marketing accounts for a substantial part of their total budgets. And it’s for these reasons that we identified the avenue through which shade can make the most impact -- through the consumer’s eyes. shade's core goal is to empower consumers to make more sustainable fashion choices that have long-term impact on the environment. more

  • Sille Eva Bertelsen

    Sille Eva Bertelsen

    Royal College of Art

    We’re an all-female team who developed shade with the intent to disrupt the power dynamics between consumers and the brands they shop. Fashion companies know that consumers play a key factor in determining the market, which is why digital marketing accounts for a substantial part of their total budgets. And it’s for these reasons that we identified the avenue through which shade can make the most impact -- through the consumer’s eyes. shade's core goal is to empower consumers to make more sustainable fashion choices that have long-term impact on the environment. more

    LinkedIn
  • Jenny Hu

    Jenny Hu

    Royal College of Art

    We’re an all-female team who developed shade with the intent to disrupt the power dynamics between consumers and the brands they shop. Fashion companies know that consumers play a key factor in determining the market, which is why digital marketing accounts for a substantial part of their total budgets. And it’s for these reasons that we identified the avenue through which shade can make the most impact -- through the consumer’s eyes. shade's core goal is to empower consumers to make more sustainable fashion choices that have long-term impact on the environment. more

    LinkedIn

Connect


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