RANA SIDAHMED

Putting circularity at the heart of design

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The future of fashion is circular, but today’s industry still has work to do. Whistles’ Sustainable Trainer Project tackled this challenge head-on by designing three shoes rooted in circularity, craftsmanship, and long-term wearability.

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Partnering with Avery Dennison, Whistles embedded Digital Solutions into each pair, enabling transparency and traceability through a scannable Digital Care Label. Consumers could learn where their shoes came from, how to care for them, and how to recycle them, empowering them to close the loop.

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This collaboration redefined responsible design and proved how digital innovation can drive both sustainability and consumer engagement.