Studio 91 designs Pants to Poverty packaging

Studio 91 has designed packaging made from recycled Fairtrade cotton for ethical underwear group Pants to Poverty.

Pants to Poverty started as part of the Make Poverty History campaign in 2005, and sells Fairtrade organic underwear. The company sells its pants through independent shops and online retailers to 22 countries, and works with more than 4500 farmers in India.

Studio 91 started working with the company in June 2008 on graphics projects, following a recommendation from another client. In April the consultancy was briefed to develop packaging for the pants.

Ben Ramsden, founder of Pants to Poverty, says, ‘Having very high ethical and ecological standards, we’d always rejected packaging, but recently we had a lot of retailers coming to us saying they could double sales if we packaged the pants.’

The packaging uses recycled cotton paper from company Esteam, which reuses the 30- 35 per cent of cotton that is discarded in the clothesproduction process.

Sam Hextall, director of Studio 91, says of the design, ‘The pants come in a range of colours and with different waistbands, so we had to make sure the customer could see the pants, and a cut-out was the easiest way of doing this.’ The cut-out has been designed to incorporate the Leo Burnettdesigned identity in what Hextall describes as ‘a really fun and satisfying shape’.

The packaging launches this week. Studio 91 is also working on packaging for a new children’s range and website for Pants to Poverty, both of which will launch next year.

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