The main selling point of the Argentine clothing brand IMIX is caring for the environment thanks to its biodegradable garments made with biodegradable materials.
As a marketing strategy and to strengthen this point, the brand, with the support of an influencer on Instagram, made a product demonstration that has gone viral: in February 2021, it buried a pair of jeans from a traditional brand in this market segment and he dug it up this weekend, a year later.
Which it was the result? As expected, the garment was not completely degraded.
The experiment of IMIX sought, while making visible the importance of 100 percent degradable clothing, to strengthen one of the brand’s key sales arguments.
The influencer buried the jeans in her house, about 30 cm below the ground, on February 19 and unearthed them exactly one year later.
When he had placed them, he put up a sign that said, like a tombstone: “Here lie some jeans.”
A year later, denim, the organic fabric used for this kind of clothing, was completely disintegrated.
However, as can be seen in the video on Instagram of the moment of the “exhumation”, the polyester fibers and the metal elements of the original jean remained: the zipper and the button.
On the brand’s Instagram profile, IMIX wrote, “A year ago, we buried a pair of jeans in my backyard to see how their different parts degraded. Result: the cotton completely disintegrated, it was discovered that it contained spandex and its metallic accessories were still intact.
And he added: “With this experiment, we came to the conclusion that it was already known, natural fiber garments disintegrate in a year, but if other materials such as metal, plastic or polyester are found in them, it makes no sense or a Good end”.
And he concluded: “Each component in each garment must be designed so that at the end of its cycle of use it is 100 percent degradable.”
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