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Remake : Building a conscious consumer movement

San Francisco , Estados UnidosGlobal
Year Founded:
Organization type: 
nonprofit/ngo/citizen sector
Project Stage:
$50,000 - $100,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Remake is building a conscious consumer movement by retelling the story of fashion with a critical twist. We build human connections between millennial consumers and makers within the fashion supply chain through short films, visual storytelling, and immersive journeys.

WHAT IF - Inspiration: Write one sentence that describes a way that your project dares to ask, "WHAT IF?"

What if you got to know the amazing woman who made your clothes and realized her hopes and dreams are no different than yours?
About Project

Problem: What problem is this project trying to address?

Today our clothes are disposable and cheap, and the human and environmental costs are hidden. Manufacturing jobs - long positioned as the best first step out of poverty for young women in developing countries - are instead rife with low wages and poor working conditions. The fundamental problem is that human connections across complex supply chains are broken. Brands and shoppers are disconnected from the human beings impacted by their decisions.

Solution: What is the proposed solution? Please be specific!

We are building a conscious consumer movement in 3 ways: 1. Storytelling platform: Our films, cartoons, and infographics are shareable and actionable. We build human connections between makers and millennial shoppers - who happen to be the same age - with hopes and dreams that are no different. 2. Partnerships: To scale our content's reach we partner with millennial news sites (e.g. Collectively), like-minded orgs (e.g. Fashion Rev) & fashion design schools (Parsons). 3. Immersive Journeys: We take brands and fashion students into maker communities to learn, volunteer and create lifelong advocates for makers. We film and share these experiences on Remake's platform and with an emerging network of media partners.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

Brand engagement: Levi Strauss Foundation wanted to engage executives on their worker well-being projects. Remake's immersive journey to their Haiti site helped senior leaders become champions of this work. A Remake-led film of the pilot helped socialize the effort across the foundation's board; the CEO took up the slogan, "Good for workers, good for business". Student engagement: At Parsons, a top U.S fashion design school, Remake showed the film True Cost and ran a Q&A with Andrew Morgan during orientation. We filmed students' reactions to the dark side of fast fashion and commitments as future shoppers and designers. Our film short and actionable guide will be used as a teaching tool across universities.

Impact: What is the impact of the work to date? Also describe the projected future impact for the coming years.

Brand engagement: Improving makers lives went from a foundation effort to a core business imperative at Levi Strauss and Company. We are currently partnering a main street brand to engage their customers to the story of the makers behind their first ever sustainable product to hit shelves Q12016. Student engagement: we engaged 250 students at a top design school to think about the human and environmental cost of their design decisions. We will build similar partnerships across hundreds of universities, embedding Remake's content into student orientation and core curriculum. Online engagement: our community counts 5,000 members just 6 months after launch. Our first sustainable fashion infographic garnered 120,000 impressions on Twitter. Through our platform and distribution partnerships we will influence and change the behavior of millions of shoppers.

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

Ultimately we aim to influence and shift the fast fashion culture. Brands: Remake is focused on sparking a race to the top amongst brands to bring more sustainable apparel to market. In 5 years we will work with 25 retailers through storytelling and journeys to garner the right internal champions & resources. Students: In 5 years we will build 10 strategic university partnerships, to influence future designers & business leaders of tomorrow - before their habits are set. Online: to scale reach we are building media distribution partnerships to reach millions of consumers online.

Financial Sustainability Plan: What is this solution’s plan to ensure financial sustainability?

We have 3 sources for funding: foundations, brands & universities. We were seeded by Levis Strauss Foundation and in conversation with foundations for operational support. We are working with 2 brands to capture & tell stories around their first conscious collections and speaking with 2 universities to take students into maker communities. Funding diversification will come from brand and university journeys & content production.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

The playbook on engaging consumers has not evolved. It is still centered on fleeting calls for boycotts. Yet behavioral science shows that people aren't moved to action by a pain-centered narrative and a culture of shaming. Remake is building a sustained community of conscious shoppers by telling the story differently. We inspire and empower shoppers to vote with their wallet and voice, and to advocate for maker well-being.

Founding Story

Over the past decade I have worked across brands, governments and nonprofits to improve working conditions. A missing link has been consumer engagement. When Rana Plaza collapsed, I was struck by the interest of consumers worldwide and heartened by the early success of Fashion Revolution's campaign. It helped me realize the power of social media to reach a wide and global audience quickly. I realized labor activist groups had not evolved their playbook beyond boycotts, leaving consumers with limited ways to be an active part of the solution. Remake was born to do just that - engage shoppers in a sustained way to shop better and advocate for maker well-being.


Ayesha Barenblat | Founder, Remake; Ayesha is passionate about where things come from, who made them and what their lives are like. She has spent the last decade working with brands, governments, and nonprofits to improve the lives of makers in global supply chains. She led brand engagement at Better Work, a World Bank and United Nations partnership to ensure safe and decent working conditions around the world. Prior to this, she was head of consumer products at BSR, providing strategic advice to brands including H&M, Levi Strauss & Co., Marks and Spencer, Nike, The Walt Disney Company and Pou Chen on the design and integration of sustainability into business. She holds a master’s in public policy from the University of California, Berkeley. Rina Horiuchi | Director of Design; Rina drives the design strategy and visual identity at Remake. She is continuously exploring new ways to communicate the connection between shoppers and makers. Rina has been a product and design lead for multiple web application companies, focusing on transparency and social causes. She led the design team at Castlight Health, a company with a mission to bring transparency to healthcare. She also partnered with Rootstrikers on a series of visual information pieces to expose issues of money in politics. Prior to Castlight Health, she was at BSR where she collaborated with major automotive manufacturers to improve their supply chain working conditions. Rina earned her MBA and MS in Natural Resources and Environment from the Erb Institute for Global Sustainable Enterprise at the University of Michigan. She has a BAS from Stanford University in Product Design and Japanese Studies. Jennifer Halse | Director of Video Production; Jennifer leads the video production team in giving voice to the stories that matter most at Remake. As an Emmy Award-winning writer and producer, Jennifer has traveled the world producing videos. In 2006, she joined a NBC team in Torino, Italy to produce feature stories for the Winter Olympics. She has produced news stories for CBS in San Francisco, California and the BBC in Rome, Italy. Her appreciation for design was sharpened while overseeing seven seasons of HGTV shows from conception to air in several states. She is most passionate about shining a spotlight on stories that create positive social change. She has a BS in Journalism for the University of Colorado and attended Dante Alighieri and Lorenzo de Medici. Her extensive travel to cover stories has been the greatest classroom of all.
Value Chain: Where does your work fit into the apparel value chain? [check all that apply]

Manufacturing, Consumption.

Your Role: What is your relationship to the apparel industry? [check all that apply]

Advocate/Organizer, Non-profit Staff.

Target Population: What stakeholder groups do you engage or empower in your work? [check all that apply]

Brands, Consumers, Designers, Factory Workers, Women.

● Intervention Focus: What are you trying to achieve / influence? [check all that apply]

Access to Essential Services (i.e. Healthcare and Education), Conscious Consumerism.

Lever for Change: Select up to 3 ways your work is helping to transform the industry.

Advocacy, Media.

Is your project targeted at solving any of the following key barriers?

Hidden from View: Conditions in Forests, Farms, and Factories are Only Visible to a Select Few, Consumers Aren't Motivated to Care: Neither Compelling Reasons Nor Easy Means to Change Consumption Habits.

Does your project utilize any of the innovative design principles below?

Unite More than Voice: Tap into Community Capital and Collective Resources, Disrupt Business as Usual: Target Key Players Who Can Influence the Bottom Line, Transform the Chain into a Web: Link Unlikely Sectors that Open New Pathways to Sustainability.

Innovation Inspiration: When you first conceived of your project, did you think of it as applicable to the apparel industry?


If you answered "no" to the previous question, which industry was your project originally aimed at transforming?

● Replicating in the Apparel Industry: If your project didn't initially target the apparel industry, how are you specifically tailoring it to do so now?
Are you nurturing or inspiring others to be changemakers? If so, how?

We have built partnerships with 100 fashion bloggers to get them to think and write about makers.

● Tell us about the partnerships that enhance your approach. How have you collaborated with others in the industry to increase your impact?

We are partnering with brands & universities to create advocates for makers. We are building content distribution partnerships.